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Service-dominant logic in the hotel industry: Pathway to brand awareness and loyalty

Author

Listed:
  • Tanty Sondari
  • Nur Zeina Maya Sari
  • Ayke Nuraliati

Abstract

This study aims to analyze the influence of service-dominant logic (SDL) on brand attitude, emotional brand attachment, and brand engagement and the impact of these three variables on brand awareness and brand loyalty among hotel users in Bandung City. A quantitative approach was used in this study with data collection techniques through questionnaires distributed to 230 respondents, namely hotel users in Bandung. The structural equation modeling method based on partial least squares (SEM-PLS) was used to test the relationship between variables in the research model. The results of the study indicate that SDL has a significant positive effect on brand attitude, emotional brand attachment, and brand engagement. in addition, brand attitude, emotional brand attachment, and brand engagement also have a positive effect on brand awareness and brand loyalty. These findings indicate that the SDL approach implemented by hotels can strengthen emotional relationships and consumer engagement with the brand, which ultimately increases customer awareness and loyalty to the hotel brand.

Suggested Citation

  • Tanty Sondari & Nur Zeina Maya Sari & Ayke Nuraliati, 2025. "Service-dominant logic in the hotel industry: Pathway to brand awareness and loyalty," Asian Management and Business Review, Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 5(1), pages 231-245.
    • Handle: RePEc:uii:jrambr:v:5:y:2025:i:1:p:231-245:id:37090
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    File URL: https://journal.uii.ac.id/AMBR/article/view/37090
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    References listed on IDEAS

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    1. Emini, Adelina & Zeqiri, Jusuf, 2021. "The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 256-266, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    2. Yazid Yazid & Helmidhia Kawiryan, 2023. "How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension," Asian Management and Business Review, Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 3(2), pages 199-209.
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