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https://doi.org/10.21256/zhaw-30196| Publication type: | Bachelor thesis |
| Title: | Customer experiences for senior guests : challenges and opportunities for the hospitality industry |
| Authors: | Simonis, Lisanne |
| Advisors / Reviewers: | Schäfer, Wolfgang |
| DOI: | 10.21256/zhaw-30196 |
| Extent: | 62 |
| Issue Date: | 2023 |
| Publisher / Ed. Institution: | ZHAW Zürcher Hochschule für Angewandte Wissenschaften |
| Publisher / Ed. Institution: | Winterthur |
| Language: | English |
| Subjects: | Customer experience; Elderly travellers; Servicescape design; Multisensory marketing; Physical evidence; Hospitality industry |
| Subject (DDC): | 647: Management of public households 658.8: Marketing management |
| Abstract: | This thesis investigates the challenges and opportunities for the hospitality industry in targeting the growing market of senior guests. Previous studies have shown that life expectancy and health after retirement are increasing, resulting in more seniors travelling. A qualitative approach with eight interviews is used to determine how to enhance the customer experience for those elderly guests. The data is collected in the research process from senior customers as well as hotel employees. Results are analysed using a mix of a deductive and inductive three-level coding process to identify correlations and derive suitable measures for the hospitality industry. The customer experience during the pre-service phase is influenced by motivation and constraints. Simultaneously, the servicescape design and multisensory marketing strategies are crucial in the during-service phase. It also highlights the importance of considering the health status of seniors in both stages. Concrete diseases, like dementia and their effects on customer satisfaction, are not investigated due to restrained responses. However, this would be an exciting field of further research. The following research identifies challenges in assessing the character of seniors and a tendency to underestimate their health limitations. Hotel staff often lacks experience dealing with elderly guests, so training and keeping logs can help overcome obstacles. Despite these challenges, hotels that develop unique service strategies for new-age and traditional seniors are opening numerous opportunities. Seniors are loyal and often return when they feel comfortable and welcome. Findings suggest that minor adjustments to the servicescape design, such as using laminate flooring instead of carpet, can improve the well-being of senior guests. Additionally, multisensory experiences, particularly for sight and hearing, are crucial in shaping psychological comfort. Hotels can build customer loyalty by adapting services to meet individual needs while categorising seniors based on cognitive abilities, not chronological age. For optimistic seniors, there is also the problem of assessing up to what point travelling is still reasonable. Often people still travel when it is no longer responsible. This research provides insights into enhancing the customer experience for seniors in the hospitality industry. Hoteliers should prioritise creating a pleasant servicescape and offering unique multisensory service strategies to create positive experiences among senior guests. Addressing challenges like assessing the character of seniors and training hotel staff to deal with elderly guests can help hotels succeed in this growing market. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/30196 |
| License (according to publishing contract): | CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International |
| Departement: | School of Management and Law |
| Appears in collections: | BSc Betriebsökonomie |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2023_Simonis_Lisanne_BSc_BO.pdf | 960.91 kB | Adobe PDF |  View/Open |
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Simonis, L. (2023). Customer experiences for senior guests : challenges and opportunities for the hospitality industry [Bachelor’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften]. https://doi.org/10.21256/zhaw-30196
Simonis, L. (2023) Customer experiences for senior guests : challenges and opportunities for the hospitality industry. Bachelor’s thesis. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. Available at: https://doi.org/10.21256/zhaw-30196.
L. Simonis, “Customer experiences for senior guests : challenges and opportunities for the hospitality industry,” Bachelor’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften, Winterthur, 2023. doi: 10.21256/zhaw-30196.
SIMONIS, Lisanne, 2023. Customer experiences for senior guests : challenges and opportunities for the hospitality industry. Bachelor’s thesis. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Simonis, Lisanne. 2023. “Customer Experiences for Senior Guests : Challenges and Opportunities for the Hospitality Industry.” Bachelor’s thesis, Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-30196.
Simonis, Lisanne. Customer Experiences for Senior Guests : Challenges and Opportunities for the Hospitality Industry. ZHAW Zürcher Hochschule für Angewandte Wissenschaften, 2023, https://doi.org/10.21256/zhaw-30196.
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