Human Dimension as the Key Success Factor in Experience Management. The Emotional Connection as the Best Loyalty Strategy

Abstract

[eng] PURPOSE: This study contributes to the understanding of the interconnectedness between employee well-being, emotional connection, fair work practices, and customer satisfaction in the hospitality industry. It highlights the importance of creating a positive work environment that promotes employee engagement and emotional connection as a strategy for enhancing customer satisfaction and achieving sustainable growth. It aims to examine the interplay between employee well-being, emotional connection, and fair work practices in shaping customer satisfaction and industry sustainability within Barcelona's luxury hospitality sector. METHODOLOGY: This research employed a multi-chapter approach to investigate employee well-being, customer experiences, and fair work practices in Barcelona's luxury hotel industry. Chapter 2 began with a systematic literature review. 138 articles were analyzed and categorized by topic. Atlas.ti network analysis tool was used to categorize and visualize the relationships between authors and keywords mentioned in the literature review. Furthermore, in order to extract managerial implications, a focus group was organized to contrast the results analyzed in the literature review with the expert opinion of the luxury hotel sector. Subsequent chapters explored specific aspects in more detail. Chapter 3 used a mixed methods approach to understand employee engagement and motivation. This included quantitative data collection through validated online surveys (400 usable responses) and qualitative data analysis of employee reviews on platforms such as Indeed and Glassdoor (378 comments). Chapter 4 examined guest experiences through a dual approach of online review analysis (TripAdvisor & Ctrip, focusing on customer-staff interactions and guest emotions) and semi-structured interviews with frequent luxury hotel guests. Finally, Chapter 5 used a qualitative design to explore employees' perceptions of fair labor practices. This included surveys of entry-level employees and in-depth interviews with industry experts to explore their understanding of fair labor and the potential impact of a specific certification program (HJLR) on employees, the company and even customers.

FINDINGS: The findings reveal a strong correlation between employee engagement, emotional connection with customers, and customer satisfaction. Fair work practices, as exemplified by the Fair Labor Responsible Hotels Certification, were identified as a key factor in fostering employee well-being and emotional connection.