| Summary: | This study focused on guesthouses and aimed to examine the dimensions of experience quality, determine customers’ perceptions of experience quality and investigate various relationships: between the experience quality dimensions and experience quality; between experience quality and satisfaction; and between satisfaction and behavioural intentions. A structural equation model confirmed these relationships. The findings of the study resulted from the views of 541 customers of 51 guesthouses in Ghana. The results will assist guesthouse managers in developing and implementing a competitive customer experience strategy that can enhance customer satisfaction, positive behavioural intentions, growth and sustainability.
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