Article2013

Love and Satisfaction Drive Persistent Stickiness: Investigating International Tourist Hotel Brands

67 citations0/0 files storedInternational Journal of Tourism Research

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Customer Service Quality and Loyalty Diverse Aspects of Tourism Research Consumer Behavior in Brand Consumption and Identification

Abstract

Switching resistance loyalty manifests in persistent stickiness to the incumbent brand as the sole choice in the presence of other attractive alternatives. Empirically, it is the crucial determinant of retaining customers for long duration. However, specific drivers of such loyalty in the hospitality and tourism brand categories are still unclear. The current study, integrating the brand love and customer satisfaction paradigms, addresses this issue with a focus on international tourist hotel brands. Brand love proves to be a powerful driver of switching resistance loyalty toward the hotel brand. Noteworthy, overall customer satisfaction serves to reinforce the loyalty-driving effect of brand love. Copyright © 2013 John Wiley & Sons, Ltd.

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References

1999Whence Consumer Loyalty?2010Satisfaction: a behavioral perspective on the consumer 1999Whence Consumer Loyalty?2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1998A Secure Base: Clinical Applications of Attachment Theory 2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 2006Some antecedents and outcomes of brand love

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