Beyond The Surface: Unveiling The Impact Of Marketing-Based Tangibility On Post-Covid Customer Satisfaction In Pakistan's Hospitality Sector

Abstract

This research examines the role of Marketing-Based Tangibility (MBT) in the Hospitality sector and its impact on customer satisfaction in Pakistan. Purpose of this exploration was to understand the behavior and expectations of customers in post-Covid scenario. Through audio and video interviews with 51 regular customers, significant insights were obtained using thematic analysis via NVivo qualitative research software. Thematic analysis of the interviews identified key tangible factors affecting customer satisfaction. The absence or poor [1]performance of these factors in hospitality industry can lead to customer dissatisfaction. The study reveals that customers have become more conscious after Covid pandemic leading to higher level of expectations. Tangibles such as furniture, food, cleanliness, and amenities inside the hotel, and factors like gym facilities, prayer areas, and sports areas outside, perform more crucial roles in shaping customer perceptions after pandemic. The research highlights the importance of understanding evolving customer preferences, particularly post-Covid-19, and emphasizes the need for hotels/restaurants to adapt their strategies accordingly. It highlights how seemingly minor, often overlooked tangible elements significantly influence a substantial number of customers. Addressing these neglected aspects proactively holds the potential to elevate the level of customer satisfaction significantly, ultimately leading to enhanced profitability of hospitality industry.