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

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  • Yangpeng Lin

    (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macao SAR, China
    College of Tourism, Guangdong Polytechnic of Science and Technology, Zhuhai 519090, China)

  • Yeongbae Choe

    (Department of Tourism Management, College of Social Sciences, Gachon University, Seongnam-si 21565, Korea)

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.

Suggested Citation

  • Yangpeng Lin & Yeongbae Choe, 2022. "Impact of Luxury Hotel Customer Experience on Brand Love and Customer Citizenship Behavior," Sustainability, MDPI, vol. 14(21), pages 1-14, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:13899-:d:953670
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    References listed on IDEAS

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    Cited by:

    1. Trespeuch Léo & Robinot Élisabeth, 2023. "Exploring the Impact of Corporate Philanthropy on Brand Authenticity in the Luxury Industry: Scale Development and Empirical Studies," Sustainability, MDPI, vol. 15(16), pages 1-21, August.

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