Influence of empathy on hotel guests’ emotional service experience

CITATION

Umasuthan, H., Park, O. & Ryu, J. (2017) Influence of empathy on hotel guests’ emotional service experience, Journal of Services Marketing, 31(6), 618-635

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ABSTRACT
Purpose – The purpose of this study is to assess the comparative influence of two empathy dimensions (cognitive and emotional attributes) on
emotional service experience and behavioral intention among business and leisure hotel guests. Studies relevant to empathy dimensions are
relatively scarce in tourism and hospitality.
Design/methodology/approach – The current study reviewed the concepts of empathy, and empirically compared perceptions of empathy
attributes between the two groups. The survey was intended to examine how well the hotel employees emotionally handle hotel guests’ incidents or
inquiries related to any discomforts through personalized attention. The data were collected from 330 hotel guests who had actually complained
about service failures while staying at the hotel during the record-breaking summer of 2013 in terms of number of visitors to Jeju. An active
empathetic listening (AEL) tool has been taken to measure the hotel guest’s cognitive views and behavioral intentions, as well as emotional
empathy measures under the empathic concern and emotional contagion.
Findings – The results revealed that empathetic dimensions strongly influenced the service experiences of hotel guests. While the emotional service
experience of business guests was almost completely determined by the cognitive empathy, the emotional service experience of the leisure guests
was mainly governed by the emotional empathy.
Practical implications – These outcomes suggest that the empathetic services through a “purpose of visit”-oriented manner might enhance the
guest’s overall emotion positively.
Originality/value – According to the prior literatures and empirical findings in hospitality and tourism, empathy can be seen as subscale in
SERVQUAL instrument. This paper focus on insights of empathy dimensions, and it was revealed that the interaction of both the cognitive and
emotional dimensions of empathy conjointly determines the overall emotional service experience and intention of hotel guests.


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