The purpose of this paper is to test one of the clusters suggested by
Lovelock (1996) empirically, specifically the ‘‘Hospitality: Taking
Care of the Customer’’ cluster. This cluster suggests that firms need to
focus on treating their customers as guests. They need to pay attention
to details as well as try to surprise or ‘‘wow’’ their customers. By
‘‘wowing’’ their customers they would exceed their expectations, as
well as differentiate their services from their competitors.