Kozak, MetinŞanlıöz-Özgen, H.K.Kozak, Metin2023-10-192023-10-19202302752-66662752-6666https://doi.org/10.1108/CBTH-11-2022-0197https://hdl.handle.net/20.500.12469/4901Purpose: Concerning the development of “experience” as an economic phenomenon, this study aims to analyse customers' evaluations of their experiences in five-star hotel businesses and to identify if the hospitality experience is evaluated as an “experience” by its specific aspects. Design/methodology/approach: Structural and thematic narrative analyses in a multi-dimensional setting were applied to stories from 107 participants who stayed in five-star hotel businesses. Findings: Customers evaluate their overall experience as an “experience” reflected by experiential statements. However, they demonstrate higher cognitive orientation at the sub-experience levels (food and beverage, rooms, etc.). Research limitations/implications: The paper sheds light on the fact that customers may evaluate their experiences with cognitive and experiential aspects. The study focuses on participants' lived experiences to understand the customer perspective with the “experience” concept leading to the memorability of customer experiences in hotel businesses. Further research is required with a larger sample group, mixed-methods implementation and longitudinal and comparable examination to understand seasonal, motivational and cultural differences. Practical implications: The paper reveals various aspects of customer experiences in five-star hotel businesses around the variety of their offerings evaluated by cognitive and experiential perceptions so that dedicated efforts of the managers will be enhanced with a better and strategic understanding of the “experience” concept to achieve business goals. Originality/value: The study offers insightful findings relating to customers’ service- and experience-based experiences and how “experience” is perceived by customers from various angles in the five-star hotel businesses. © 2023, Emerald Publishing Limited.eninfo:eu-repo/semantics/closedAccessCognitive evaluationsCustomer experienceExperiential evaluationsHospitality experienceTurkeycognitionhospitality industrylocal participationperceptionpublic attitudeservice qualityTurkeyArticle30632031810.1108/CBTH-11-2022-01972-s2.0-85162227551N/AN/A