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

See all articles by Raouf Rather

Raouf Rather

The Business School, University of Jammu

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Date Written: August 2, 2019

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.

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

Rather, Raouf and Camilleri, Mark, The Effects of Service Quality and Consumer-Brand Value Congruity on Hospitality Brand Loyalty (August 2, 2019). 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. Available at SSRN: https://ssrn.com/abstract=3430983

Raouf Rather

The Business School, University of Jammu ( email )

Jammu, Jammu 180001
India

Mark Camilleri (Contact Author)

University of Malta ( email )

Department of Corporate Communication,
Faculty of Media and Knowledge Sciences
Msida, MSD2080
Malta
79314808 (Phone)

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

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