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The impact of customer experience on brand loyalty in the hotel domain

Yu, BSc Xi Ms (2019) The impact of customer experience on brand loyalty in the hotel domain.

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Abstract:Purpose - In the hotel domain, brand loyalty is a crucial construct in business success. In order to access high brand loyalty from the customers, it is necessary to understand whether the customer experience with the company plays an important role. There are multiple pieces of literatures examined the correlation between customer experience and brand management field, however, there have only been a small number of studies that have explored branding in a hotel context, even fewer specified to discuss the relationship between customer experience and brand loyalty. This thesis is conducted to fill in this gap. Methodology - An online survey is designed and the data is analyzed with partial least squares (PLS) modeling. The three-stage approach is taken advantage of in ADANCO. Results - The customer experience with the company has a significant positive impact on brand loyalty in the hotel domain. Value - This thesis provides a deeper insight into the hotel managers and fill in the gap to test the impact of customer experience on brand loyalty in the hotel domain.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Keywords:Customer experience, Brand loyalty, Hotel domain, Core service, Servicescape, Employee service
Link to this item:http://purl.utwente.nl/essays/78610
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