Customer experience in the hotel industry: a systematic literature review and research agenda

Purpose Academic research on customer experience (CX) in the hospitality industry has recently experienced vast growth as managers have increasingly focused on delivering distinctive experiences to their guests. Despite the relevance of this topic, studies conducted in this area within the hotel context are scarce and dispersed. This paper aims to classify the main academic studies and to present a definition of hotel CX, a conceptual model, emerging trends and future research gaps. Design/methodology/approach A systematic literature review (SLR) was selected as the research methodology. Adapted from preferred reporting items of SLR and meta-analysis statements, this study entailed an in-depth review of 46 articles published in English between 2006 and 2021. The articles were compiled using keyword searches in Scopus and Web of Science. Findings This study facilitates an understanding of the hotel CX. The conceptual framework derived from the SLR includes the entire set of antecedents, consequences, mediators and moderators of this concept. The results also illustrate the topic’s academic evolution and expose major guidelines that can help determine areas for future research. Originality/value This study adds value to the hospitality research literature via SLR. The framework of CX in the hotel industry synthesizes the existing knowledge on this topic and identifies research gaps. The proposed framework allows for the improvement of future hotel CX studies.