Love and Satisfaction Drive Persistent Stickiness: Investigating International Tourist Hotel Brands

Abstract

Switching resistance loyalty manifests in persistent stickiness to the incumbent brand as the sole choice in the presence of other attractive alternatives. Empirically, it is the crucial determinant of retaining customers for long duration. However, specific drivers of such loyalty in the hospitality and tourism brand categories are still unclear. The current study, integrating the brand love and customer satisfaction paradigms, addresses this issue with a focus on international tourist hotel brands. Brand love proves to be a powerful driver of switching resistance loyalty toward the hotel brand. Noteworthy, overall customer satisfaction serves to reinforce the loyalty‐driving effect of brand love. Copyright © 2013 John Wiley & Sons, Ltd.

The differential effect of cognitive and emotional elements of experience quality on the customer-service provider’s relationship

“…In this case, the mediation effect of SEVs and EBA on the relationship between cognitive experiences and SRL would be significantly higher compared to that between emotional experiences and SRL. Therefore, it is reasonable to hypothesise the following: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 (Tsai, 2014;Kim and Gupta, 2012).…”

“…These emotions are usually referred to as emotional brand attachment (EBA). Finally, the current study relies on the work of Nyffenegger et al (2015) and Tsai (2014) in order to examine the differential effect of customers' cognitive and emotional outcomes on switching resistance loyalty (SRL). This form of loyalty is found to be a more important determinant than attitudinal and behavioural loyalty in preventing customer defection in order to optimise customer retention management (Tsai, 2014).…”

“…All items were borrowed from Thomson et al's (2005) scale of EBA. Finally, a three-item scale of switching resistance loyalty was adapted from Tsai (2014). All the scales were assessed based on five-point Likert scales running from strongly disagree up to strongly agree (see Table 2).…”

Analysis of the impact of length of stay on the quality of service experience, satisfaction and loyalty

“…Similarly, Chi and Qu ( 2008 ) and Battour et al ( 2012 ) state that tourists' positive experiences of services, products and other resources offered by travel destinations could be a source of repeat visits as well as positive wordofmouth effects on relatives and friends. Recent studies on tourism loyalty focus on the role of emotions (Su et al 2014; Tsai 2014; Lee et al 2015 and other variables such as personal interactions and service atmospherics (Fakharyan et al 2014 ).…”

Structural Equation Model: Influence on Tourist Satisfaction With Destination Atributes

“…Specifically within the tourism sector, the research related to this theme varies from tourism modality, with research related to health tourism (Aziz, Md-Yusof, AbuBakar, Taib and Ayob 2015), sports (Hallmann, Mueller and Peters 2015), cultural (Chai, Bao, Sun and Cao 2015) but with a large predominance of mass tourism of sun and beach (Bujosa, Riera and Pons 2015). The research sites involved in the tourism product vary, investigating travel agencies (Drosos and Tsotsolas 2014), airlines (Hussain 2016), attractions (Krivosheyeva, Sultaevaa and Druchevskaya 2014;Renko and Bucar 2014), restaurants (Min and Lee 2014), shops (Al-Ali, Bazin and Shamsuddin 2015) but highlighting research in hotels Hamidi, Raston, & Al-Mamun, 2014;Tsai, 2014).…”