Impact of Luxury Hotel Customer Experience on Brand Love and Customer Citizenship Behavior

Yangpeng Lin and Yeongbae Choe ()
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Yangpeng Lin: Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macao SAR, China
Yeongbae Choe: Department of Tourism Management, College of Social Sciences, Gachon University, Seongnam-si 21565, Korea

Sustainability, 2022, vol. 14, issue 21, 1-14

Abstract: The luxury hotel market has been developing rapidly recently in the Asian Market. To provide useful outcomes to hotels competing in fierce market conditions, the current study investigated the relationship between customer experience values, customer post-experience consequences, and citizenship behaviors. Our findings confirmed the valuable contribution of customer experience values (ROI and service excellence) to the development of brand satisfaction, which in turn positively influences brand commitment and love. Meanwhile, brand commitment and love were found to have a direct positive impact on customer citizenship behaviors (CCBs). Overall, the findings bridge the gap in the relationship between brand love and CCBs in the hospitality industry and provide broad insights into brand management and marketing theories for tourism and hospitality.

Keywords: customer experiential value; brand love; brand commitment; customer citizenship behavior; luxury hotel; China (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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