Customer Touchpoint Experience and Perceived Value in Hotel Services

The primary purpose of the study was to determine the relationship between customer touchpoint experience and perceived value among hotel guests. It also aimed to examine whether these variables significantly differed when analyzed according to sex. The study employed a quantitative, non-experimental descriptive-correlational research design with comparative analysis. Data were gathered from 200 hotel guests, consisting of 100 male and 100 female respondents, selected through quota sampling, and were analyzed using mean, standard deviation, independent-samples t-test, and Pearson product-moment correlation. Results showed that customer touchpoint experience was rated very high (M = 3.55), while perceived value was likewise rated very high (M = 3.57). No statistically significant difference was found in customer touchpoint experience according to sex, and no statistically significant difference was found in perceived value according to sex. Furthermore, customer touchpoint experience had a very strong, positive, and statistically significant relationship with perceived value (r = .862, p = .001). These findings indicate that hotel guests who reported more favorable customer touchpoint experiences also tended to report higher perceived value.