A Service Redesign in Customer Experience Management for International Luxury Beach Hotel Chains in Phuket: A Fresh Perspective from COVID-19 Pandemic in Thailand
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Abstract
The spread of the novel coronavirus 2019 or COVID-19 has hit the world severely. Tourism industry tremendously got an effect from this pandemic because people refrain from traveling. Hotel business is one of the most affected businesses. Redesigning service of the hotel with a proactive strategy to create a great customer experience is a challenging issue for hotel marketers to be considered. This concept paper aims 1) to present perspective of service to be redesigned in customer experience management affected by COVID-19 pandemic for international luxury beach hotel chains in Thailand, and 2) to propose future research direction on redesigning service in customer experience management affected by COVID-19 pandemic for international luxury beach hotel chains in Thailand. The author integrates a concept of service design, customer experience, and customer loyalty based on a concept of international luxury beach hotel chain and synthesizes with the effect of COVID-19 as moderating effect to service design and customer experience. The proposed perspective of service to be redesigned in creating customer experience for international luxury beach hotel chains in Thailand affected by COVID-19 pandemic are: recognition, consideration, reservation, occupancy, and loyalty. The author hopes this proposition can be a service blueprint to the hotel marketers to retrieve the business from this disaster as much as possible.
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