Global Business and Management Research: An International Journal Vol. 10, No. 1 (2018, Special Issue) 379 A Review of Customer Experience Quality Measurement in Malaysian Heritage Hotels Poh Wai Choo* Graduate School of Business, Universiti Sains Malaysia, 11800, Penang, Malaysia Email: stevenchoo0611@yahoo.com.sg Cheng Ling Tan Graduate School of Business, Universiti Sains Malaysia, 11800, Penang, Malaysia Sook Fern Yeo Faculty of Business, Multimedia University, 75450, Melaka, Malaysia * Corresponding Author Abstract Purpose: The objective of this study is, firstly, to review the justifications for employing holistic customer experience quality measurements in previous research, and, secondly, to develop a holistic customer experience quality survey questionnaire which can be suitably applied in the context of Malaysian heritage hotels. Design/methodology/approach: This study employs a thorough literature analysis in reviewing previous related empirical studies on customer experience quality. The necessary screening process involved going through 34 customer experience quality related journals in the field of hospitality research between 1990 and 2018. Findings: The findings suggest that holistic customer experience quality comprising product experience, outcome focus, moments-of-truth, and peace-of-mind can provide heritage hotel operators and researchers with a holistic measurement metric provided in the survey questionnaire by design. This measurement metric can enable hoteliers to monitor and improve the quality of heritage hotel experience for both domestic and foreign tourists. Research limitations/implications: Future results on customer experience quality survey can identify better predictor to attract local and foreign tourists to stay in Malaysian heritage hotels. The limitation is the absence of a fair evaluation on the measurement of service quality in comparison with the measurement of customer experience quality Practical implications: The customer experience quality measurement developed in this study can be used by the hotelier(s) and researcher(s) to assess the guests’ experience more holistically, as well as to predict the guests’ behaviour changes on the quality of heritage hotel experience. Originality/value: This study provides future researchers with the value of considering customer experience quality measurement developed in this study to be used in the context of heritage hotels. Keywords: Experience Quality, Heritage Hotel, Measurements, Guests