The Effects of Service Quality and Consumer-Brand Value Congruity on Hospitality Brand Loyalty
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. DOI:10.1080/13032917.2019.1650289
27 Pages Posted: 6 Aug 2019
Date Written: August 2, 2019
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.
Keywords: hospitality, branding, service quality, value congruity, consumer-brand engagement, consumer-brand identification, brand loyalty
JEL Classification: Z3, Z32, Z33, M3, M31, M37
Suggested Citation: Suggested Citation