Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/45412
Title: | The effects of service quality and consumer-brand value congruity on hospitality brand loyalty |
Authors: | Camilleri, Mark Anthony Rather, Raouf Ahmad |
Keywords: | Brand choice Branding (Marketing) Hospitality industry -- Marketing Hotels -- Marketing Tourism -- Marketing Consumer satisfaction Consumer behavior Organizational behavior Corporate culture |
Issue Date: | 2019 |
Publisher: | Taylor & Francis Online (Routledge) |
Citation: | Rather, R. A., & Camilleri, M. A. (2019). The effects of service quality and consumer-brand value congruity on hospitality brand loyalty. Anatolia: An International Journal of Tourism and Hospitality Research. https://doi.org/10.1080/13032917.2019.1650289 |
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. |
URI: | https://www.um.edu.mt/library/oar/handle/123456789/45412 |
ISSN: | 13032917 21566909 |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
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Anatolia Tourism and Hospitality Research.pdf | 260.47 kB | Adobe PDF | View/Open |
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