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This report explores customer engagement value through satisfaction with the Marriott Bonvoy App, utilizing the Customer Engagement Value (CEV) framework. It identifies four key factors—Functionality, Usability, Perceived Value, and Customer Support—that significantly influence customer satisfaction, which in turn enhances engagement value. The findings provide actionable insights for businesses aiming to improve strategic plans in the hospitality sector.

Author

Quoc Nguyen Dao

Language

EN