Factors Influencing Guest Satisfaction in Service Organizations: A Narrative Systematic Literature Review

Abstract

This study aims to investigate prior academic research and clarify the threads of consumer satisfaction in the context of automation and robotics in hotels and tourism where the integration of technology and human service forms a complicated pattern. Deepening the understanding on digital customer interactions is essential because, as it progresses more and more into this digital age, strategies and activities in digital marketing get more and more important for happiness of customers, especially in the Saudi Arabia where things can change quickly and rapidly. To address the complexity of this study, the study makes the use of a narrative systematic literature review. It is designed to perform research in a systematic approach using Scopus database that include the list of all the present research that explains the digital marketing's role on improving customer satisfaction in service industries, particularly Saudi Arabia. The final outcome of narrative systematic literature review search revealed 18 papers that are most relevant to the research topic. One of the main findings of the study is that digital channel of marketing is no longer what customers perceive. Through research, that digital channels such as websites, online media and online booking platforms are the main factors shaping guest understanding of the hospitality and his perceptions. Increasingly, hotels and tourism businesses are using up these routes to build a network, inform their customers about their services, and allow reservations. That ultimately has a direct effect on satisfaction levels of users. In addition, the study underlined the presence of reviews and user-created contents as prime forces that control customer perception and buying behavior. The emergence of platforms like TripAdvisor and Yelp has indeed enabled consumers to promote their experience and opinions to so many other travelers by just writing a review on a platform. The second key theme is that digital technology usage and innovation of hotel facilities have been accelerating as there are customers who place the sensitively for comfort and satisfaction. Another aspect of the research was the fact of data analytics, segmentation, and the customer insights in digital marketing plan development that makes production of better products and service to the customers. Another finding of the research that was made was that digital marketing is the most important thing in attracting more customers as well as boosting client engagement and client loyalty