Memorable Customer Experience: Examining the Effects of Customers Experience on Memories and Loyalty in Malaysian Resort Hotels

The objective of this study is to examine the influence of four facets of customer experience on their memories and loyalty. A convenient sampling technique was used to select the sample. A total of 600 questionnaires were distributed at two tourist spots of Malaysia i.e., Langkawi and Penang, out of which 450 were returned (75% response rate). The result from the finding suggests that all four dimensions of customer experience influence their memories and loyalty. Overall, findings of this study validates the customer experience scale in the context of resort hotels and enhances the theoretical progress on the experience concept in tourism and offer important implications for resort hotel marketers.