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Customer experience and brand loyalty in the full-service hotel sector: The role of brand affect

Customer experience and brand loyalty in the full-service hotel sector: The role of brand affect

Guan, Jingjing, Wang, Wanfei, Guo, Zhigang, Chan, Jin Hooi ORCID: 0000-0002-6275-9763 and Qi, Xiaoguang (2021) Customer experience and brand loyalty in the full-service hotel sector: The role of brand affect. International Journal of Contemporary Hospitality Management, 33 (5). pp. 1620-1645. ISSN 0959-6119 (doi:https://doi.org/10.1108/IJCHM-10-2020-1177)

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Abstract

This study proposed a comprehensive causal model to examine the relationships between customer experience and four key factors in brand building, i.e., brand loyalty, brand trust, brand affect, and brand involvement. The dimensionality of customer experience in full-service hotel is also particularly examined in relation to brand building.

Three steps of data collection were employed: interviews of 50 customers on their experiences of staying full-service hotels, a small survey of 176 hotel guests to establish the measurement scale of customer experience and a major survey of 732 hotel customers in 10 major Chinese cities to test the model of brand loyalty.

Customers’ experiences with full-service hotels is proposed to be categorised into functional, affective and social. There is a chain effect from customer experience to brand trust and to brand affect, and then to brand loyalty. The brand involvement does moderate relationships between customer experience and brand trust, and brand affect, but not brand loyalty.

For full-service hotels, social and functional experiences are critical in building brand loyalty and therefore they need to be the focal points in the enhancement of customer experience. Also hoteliers are advised to develop emotional connections between the customers and the hotel brand - effective way of building trust and affection.

This paper is one of the first few studies to link customer experience to brand loyalty with comprehensive causal effect analysis. The study also contributes to the knowledge of customer experience in the context of the full-service hotel sector.

Item Type: Article
Additional Information: Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0)
Uncontrolled Keywords: customer experience, brand loyalty, brand trust, brand affect, brand involvement
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Systems Management & Strategy
Faculty of Business > Networks and Urban Systems Centre (NUSC)
Faculty of Business > Networks and Urban Systems Centre (NUSC) > Supply Chain Management Research Group
Faculty of Business > Tourism Research Centre
Last Modified: 13 Jul 2021 10:28
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/31362

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