EXPLORING HOW HOTEL DESIGN, LOCATION, AND PERSONALIZED SERVICES DRIVE CUSTOMER REPURCHASE INTENTIONS IN JAMMU AND KASHMIR

The purpose of this article is to emphasize on client interaction techniques and practices with regard to the hotel's location, design, and personalized services. By addressing this knowledge gap, it is expected that the study will support the appropriate use of hotel resources, including internal design practices, hotel location offerings and practices, customer promotional practices, personalized service practices, and art and cultural practices. In the end, this engages a client and results in their intention to repurchase the services.The qualitative approach based on thematic analysis is used in this study. Hotel managers and executives were interviewed in-depth. The final transcript for analysis was created by transcribing the audio recordings of the interviews. As a result, a pertinent list of themes and actions has been created by coding the reported customer engagement practices. The factors like hotel’s location, hotel’s design and personalized services offered by the hotels taken into consideration for this study, adds to the list of customer engagement practices. Hotel internal design practices, location offerings/practices, Customer-oriented practices, Personalized service practices, customer promotional practices, Art and Cultural Practices from data reporting and was identified to be used by hotel establishments to enhance their customer satisfaction and repurchase intention. The kind of factors like hotel location, hotel design, and personalized services offered by the hotel taken into consideration for this study helps to identify more customer engagement practices. The identified practices also act as a guide for the hotel operators so that maximum utilization of resources can be ensured in terms of accessibility and availability with respect to hotel location, hotel design, and personalized service offered by the hotel. Hotels must also have a complete mechanism for learning and development of service personnel so that they can anticipate the needs of the guest and offer personalized services. It is anticipated that by filling this knowledge gap, the study will assist in proper utilization of resources available with a hotel in the form of hotel internal design practices, hotel location offerings/practices, customer promotional practices, personalized service practices, and art and cultural practices. This approach engages a customer and leads to the repurchase intention of services.