Abstract:
This systematic literature review synthesises empirical and conceptual research published between 2019 and 2024 that examines relationships among customer experience quality, perceived value, price fairness, satisfaction, and relationship quality in hotel contexts, with a certain focus on luxury hospitality and implications for Malaysia. Using Scopus as the primary database and screening a set of twenty relevant studies, the review employed a structured approach consistent with PRISMA-style screening and thematic synthesis. The findings demonstrate that customer experience quality is consistently allied to perceived value and satisfaction, while perceived value and satisfaction are further associated with relationship quality and loyalty. Price fairness emerges as an important factor in shaping loyalty, although it remains under-examined in the Malaysian luxury hotel sector. A range of theoretical frameworks are utilised across the literature, including the Stimulus–Organism–Response (S–O–R) model, expectation-confirmation theory, and value-based perspectives, yet the methodological reliance on cross-sectional survey data and adapted measurement scales limits the strength of causal inference. This review proposes an integrated conceptual model and a future research agenda for luxury hotels in Malaysia, recommending longitudinal and mixed-method approaches, improved measurement of price fairness, and greater attention to emotional perceived value. The review contributes academically by consolidating cross-study evidence, highlighting mediating and moderating paths, and offering practical implications such as systematic monitoring of guest experience, transparent pricing strategies, and targeted loyalty programmes designed for luxury clientele.
