What is it about?
This survey research focuses on what effect emotional brand attachment has on brand loyalty. The results provide some key insights for managers to support uilding greater loyalty among hotel guests.
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Why is it important?
It is critical for a hotel to establish loyal customers, but how can managers build customer loyalty? The research eastablishes key issues that drive loyalty. 1. physical environment has a strong effect on brand attachment. 2. brand attachment influences brand loyalty, with brand passion being the highest element.
Perspectives
The research also clearly highlights the difference between first time guests and return guests: these are different market segments.
Professor Jane Hemsley-Brown
University of Surrey
Read the Original
This page is a summary of: Service quality and brand loyalty, International Journal of Contemporary Hospitality Management, December 2016, Emerald,
DOI: 10.1108/ijchm-09-2015-0466.
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