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3. The effects of service quality and consumer-brand value congruity on hospitality brand loyalty

Author

Camilleri, Mark Anthony, Rather, Raouf Ahmad, Kozak, Metin, and Kozak, Metin

Subjects
Organizational behavior, Consumer satisfaction, Service quality, business.industry, Tourism -- Marketing, Geography, Planning and Development, Advertising, Customer relationship management, Hospitality industry, Consumer behavior, Brand choice, Brand loyalty, Corporate culture, Hotels -- Marketing, Hospitality, Branding (Marketing), Hospitality industry -- Marketing, Brand equity, business, Social identity theory, Psychology, Consumer behaviour, Earth-Surface Processes
Abstract

This research integrates the congruity and the social identity theories to better understand the consumer-brand relationships. A structural equation modelling approach was used to explore the drivers of brand loyalty in the context of upscale hotels. The findings suggest that the customers are increasingly engaging with the brands that reflect their identity and personal values. The consumer-brand value congruity and the hospitality businesses’ delivery of high service quality were found to be significant antecedents of consumer-brand identification and engagement. Moreover, we reported that consumer-brand identification is a precursor of consumer-brand engagement and brand loyalty. In conclusion, this contribution implies that luxury hotels ought to satisfy their customers’ needs for distinctiveness and self-enhancement whilst exceeding their expectations on service quality., peer-reviewed

Published
2019

25. Book Reviews

Author

Kozak, Metin, primary, O'Halloran, Robert M., additional, Timms, Benjamin F., additional, and Rizwan, Syed Ahmad, additional

Published
2013
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