Customer service innovations in the Indian hospitality industry. (8th August 2016)

• Record Type: Journal Article
• Authors: Bharwani, Sonia; Mathews, David
• Editors: Teare, Richard; Sanjeev, GunjanM
• Is Part Of: Worldwide hospitality and tourism themes. Volume 8:Number 4(2016)
• Publication Date: 2016-08-08
• Subjects: Hospitality industry -- Periodicals; Tourism -- Periodicals; 338.479105
• DOI: 10.1108/WHATT-04-2016-0020
• Languages: English
• ISSNs: 1755-4217

Abstract

Abstract : Purpose: The hospitality industry the world over is transforming from a product-focused, physical-asset intensive business to a customer-focused, experience-centric one. This research aims at evolving a typology of customer-centric hospitality innovations. It attempts to explicitly capture the intrinsic DNA of hospitality innovations in the Indian context by exemplifying the typology posited with customer service innovations adopted by contemporary hoteliers that provide new ways of managing and enhancing customer experience. Design/methodology/approach: Primary research through qualitative interviews conducted with select hospitality professionals, supplemented by secondary research in the form of a review of academic literature as well as other secondary data sources such as company websites and travel websites which shed light on customer service innovations in the Indian context. Findings: In order to develop and sustain competitive advantage, hospitality businesses are increasingly channelizing their efforts to provide innovative and holistic experiential service offerings. Service innovations are being tailored to cater to the unique personal tastes and requirements of hotel guests to connect with individual guests on a personal and emotional level in order to create memorable hospitality experiences. Practical implications: Practitioners, researchers and educationists in the hospitality industry would find the implications of this study useful in the context of the present customer-centric business environment where hotels are constantly striving to meet the exponentially rising bar of guest expectations. Originality/value: The research highlights that it is critical to keep the customers' perspectives central while designing innovative hospitality products. Further, that it is important to create a cadre of innovation champions and service enthusiasts who can engender a culture of service innovation within the organisation.