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

Guan, Jingjing; Wang, Wanfei; Guo, Zhouyi; Chan, Jin Hooi; Qi, Xiaoguang

doi:10.1108/ijchm-10-2020-1177

Cited by 55 publications

(56 citation statements)

References 91 publications

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“…CCE is the customer experience resulting from the co-creation activity. Guan et al (2021) investigated the relationship between customer experience and BT and found that experience is related to trust, which is consistent with the findings of Ha and Perks (2005) and Walter et al (2013) . Kamboj et al (2018) found that customer participation, which is related to CCE, positively impacts BT.…”

Section: Literature Review and Hypotheses Developmentsupporting

confidence: 83%

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Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

et al. 2022

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Drawing on the theory of engagement, the present study aims to examine the outcomes of the co-creation experience in a realistic co-creation setting, a hotpot restaurant. To this end, the current research links the relationship marketing literature to hospitality and tourism research and formulates a novel framework by incorporating tourists’ co-creation experience, brand evangelism, brand trust, and brand passion in an integrated conceptual model. Using a quantitative research design, a total of 453 international tourists were surveyed in China. The findings revealed that co-creation experience dimensions positively impact brand evangelism, trust, and passion. Additionally, we found that brand trust and brand passion positively affect brand evangelism. We also confirmed the mediating effect of brand trust and brand passion in bridging the co-creation experience and brand evangelism. This study offers valuable insights for restaurant brand managers regarding attracting and engaging foreign travelers with their service businesses.

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Section: Literature Review and Hypotheses Developmentsupporting

confidence: 83%

“…Several scholars have investigated the relationship between customer experience and BT ( Ha and Perks, 2005 ; Walter et al, 2013 ; Guan et al, 2021 ); however, they have largely overlooked the relationship between CCE and BT even though both concepts are fundamental in measuring consumer behavior.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

et al. 2022

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“…CBE (Kumar et al , 2019; Le et al , 2021), which is reflected by purchase, referral, influence and customer knowledge (Kumar and Pansari, 2016). The literature review (Appendix 2) has demonstrated that various brand strategies, including quality and equity (Liu et al , 2017; Yang and Lau, 2015), emotions, aesthetic perception, authenticity (Choi and Kandampully, 2019; Kim et al , 2020), brand experience as well as luxury value (Ahn and Back, 2018; Guan et al , 2021), have been adopted to investigate particular aspects of customer engagement.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…In addition, luxury hotel brand strategies aim at building, developing and consolidating the association between brands and consumers (Guan et al , 2021; Le et al , 2021). It is suggested that when a luxury hotel brand successfully establishes a solid, two-way connection with its customers, that brand can then fully harvest customer values (Garmaroudi et al , 2021; Zhang et al , 2020b).…”

Section: Introductionmentioning

confidence: 99%

Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement

Khôi

2022

IJCHM

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Purpose This study aims to contribute by forming the concept of luxury hotel brand (four- and five-star hotel) coolness and revealing its promoting role to customer brand engagement with brand satisfaction and brand love as connecting components and materialism as a contingent factor. Design/methodology/approach A conditional model linking luxury hotel brand coolness and customer brand engagement is proposed and tested using the partial least squares structural equation modeling (PLS-SEM) technique on a data set of 284 customers. Findings Luxury hotel brand coolness reflecting various brand qualities fosters satisfaction and love, which facilitate CBE. Materialism positively moderates the impact of luxury hotel brand coolness on brand satisfaction and love. Research limitations/implications Future studies should further generalize the findings by extending the current research on different hospitality services and luxury consumption. Also, more personality traits and personal values should be investigated as moderators. Practical implications Luxury hotel brand management should place brand coolness at the center of luxury hotel brand strategies. Originality/value This study fills in the gap of unraveling the central role of luxury hotel brand coolness in fostering customer brand engagement with brand satisfaction and love as catalysts and materialism as a contingent condition.

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“…Loyalty has been stressed by several authors as being one of the most important factors which determine the success of a company Kartika et al, 2020;Latif et al, 2021;Anser et al, 2021;Guan et al, 2021). In terms of these findings, it is important for a company to be able to instill loyalty in its consumers' minds in a consistent manner, in order to prevent them from buying products from competitors.…”

Section: Introductionmentioning

confidence: 99%

The Role of Perceived Usefulness and Perceived Ease-of-Use toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China

Wilson

Keni

Tan

2021

GADJAH MADA INT. J. BUS.

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This study was commenced in order to examine the impact that both perceived usefulness and perceived ease-of-use had toward consumers’ loyalty within the computer industry in China, either directly or indirectly through satisfaction and trust. This current study utilized the survey method; questionnaires were selected as the instrument which would be used to collect all of the data from the respondents. All of the questionnaires were electronically distributed through an online survey site to a total of 400 respondents, who originated from, or were living in, five cities in China. After gathering and assessing all of the collected data, a total of 346 items of data were deemed usable, thus enabling these sets of data to be further analyzed by this study. All of these data were further analyzed using the partial least squares-structural equation modeling (PLS-SEM) method using SmartPLS 3.3.2 software. Based on the results obtained through the data’s analyses, the authors would like to conclude that both perceived usefulness and perceived ease-of-use had a positive and significant impact on customer satisfaction, trust and customer loyalty within China’s computer industry. Furthermore, in this study, both customer satisfaction and trust have been found to positively mediate the impact of perceived usefulness and perceived ease-of-use toward customer loyalty; trust serves as a better mediator compared to satisfaction. Meanwhile, this study contributed to the expansion and the enrichment of the literature in the field of marketing by thoroughly examining the implementation of the technology acceptance model (TAM) in predicting customer loyalty within China’s computer industry.

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

Cited by 55 publications

References 91 publications

Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement

The Role of Perceived Usefulness and Perceived Ease-of-Use toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China

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