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

By R. Rather, Mark Anthony Camilleri. Anatolia : An International Journal of Tourism and Hospitality Research, 2019

137 citations recorded by the source corpus.

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. Abbreviations: CBE - Consumer-Brand Engagement; CBI - Consumer-Brand Identification; CA - Conscious Attention; EP - Enthused Participation; SC - Social Connection; BL - Brand Loyalty; VC - Consumer-Brand Value Congruity; SQ - Perceived Service Quality

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/13ccd10c7511dc3ec3f4248326b6c1c9c5f973d2

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Citations in the corpus

Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory (2020, methodology): “The data analysis was conducted using SPSS 26 and AMOS 26 using a two-stage approach of covariance-based structural equation modeling (CB-SEM), a popular data analysis method used by recent consumer behavior studies (e.g., Rather, 2019; Rather and Camilleri, 2019).”