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Hotel Brand Loyalty—A Systematic Literature Review

Hanna Górska-Warsewicz · Olena Kulykovets

47 citations0/0 files storedSustainability

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

Abstract

The aim of this study was to analyze hotel brand loyalty (HBL) based on a systematic literature review conducted according to the preferred reporting items for systematic reviews and meta-analysis (PRISMA) statements. Following these statements, we searched two databases (Scopus and Web of Science) for studies containing the term ‘hotel brand loyalty’. Additionally, the backward and forward snowballing methods were applied. Only empirical studies concerning loyalty towards brand hotels were included, resulting in 26 studies in the final review. The quality of the various studies was evaluated according to the Joanna Briggs Institute critical appraisal checklist. The studies included in the systematic review were analyzed in three areas: general details and study design (authorship, year of publication, type of study, research country or location, characteristic of the sample population, the purpose of stay or travel, type of hotels, hotel brands), research specifications (factors/variables, hypotheses, measurement items, data analysis), and general findings (findings related to HBL and managerial recommendations). To summarize the results, word cloud visualization was applied. For studies included in the systematic review, HBL was analyzed on two levels: in the context of factors determining the guest/tourist loyalty to the hotel brands (such as frequently mentioned brand awareness, brand image, and perceived quality) as well as those pertaining to models of brand equity. This highlighted the need for managers to perform activities in terms of brand experience and shape long-term relationships in order to strengthen loyalty to hotel brands.

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References

2009The PRISMA Statement for Reporting Systematic Reviews and Meta-Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1992Measuring Service Quality: A Reexamination and Extension 2009The PRISMA statement for reporting systematic reviews and meta-analyses of studies that evaluate health care interventions: explanation and elaboration 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1999Whence Consumer Loyalty?

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