The Impact of Customer Satisfaction, Customer Experience and Customer Loyalty on Brand Power: Empirical Evidence From Hotel Industry

Abstract

This research aims to investigate the impact of customer satisfaction, experience, and loyalty on brand power in the Hotel industry. This study used a descriptive-survey research design based on the correlation method. The selected populations were Pars Hotels’ customers. Sample size was 384, based on Krejcie and Morgan’s sampling table. The structural equation modeling was used to evaluate the causal simulation and to examine the reliability and validity of the measuring model. The research results showed that customer expectation has the most impact on customer satisfaction with path coefficient of 0.74. On the other hand, customer loyalty, with path coefficient of 0.65, is known as an influential factor. This study helps to understand that customer satisfaction and customer expectations are positive drivers of customer loyalty. Customer loyalty also is a strong predictor of brand power in hoteling and tourism industry. By strengthening that part, which you have better resources, you can have a better supply and thus, there would be more opportunities in establishing reputation and increasing visibility.

Factors Associated with Customer Satisfaction towards Customer Loyalty among Star Grade Hotels

“…Customer satisfaction leads to customer loyalty and retention in Indian hotels (Gupta, 2017). Customer satisfaction has a positive impact on customer loyalty in hotel and tourism industry (Nobar & Rostamzadeh, 2018).…”

The Impact of E-Service Quality On Customer Engagement, Customer Experience and Customer Loyalty in B2c E-Commerce

“…Customer service indicators were adapted from Nilsson and Wall (2017) and Chang et al (2009) and measured using five indicators. The variable of customer experience was measured from a scale which included five indicators adapted from (Kim et al, 2008;Nobar & Rostamzadeh, 2018). To measure the scale of the variable of customer engagement, this research used five indicators .…”

Nivel de servicio de un centro de atención telefónica: modelo de experiencia del cliente desde el benchmarking y el análisis multivariante

“…Customer experience lies on offering a customized and clear message through all the existing channels as a response of stakeholders' demands who are looking for one identity more than the right services (Melero, Sese & Verhoef, 2016). This multidimensional concept that creates value in the companies is based on the customer's perception, psychological issues, and cognoscitive thought for making decisions, and it is closely linked to customer's satisfaction and quality of service (Lemon & Verhoef, 2016;Nobar & Rostamzadeh, 2018). According to Maklan, Antonetti & Whitty (2017), customer experience complexity is grounded in analyzing the correct data and the gaps located in the commitment with the customer to understand how the stakeholders evaluate the goods and services performance.…”

“…Customer experience is a topic that demands to be studied using the correct information to satisfy the customer's requirements (Vinayak & Kodali, 2013;Maklan, Antonetti & Whitty, 2017). This phenomenon is a wide construct that embraces correlations between customer satisfaction and service quality, to create value to firms; value determined by users that are comparing an experience received as a result of the interaction with the key performance indicators assigned by one enterprise (Nobar & Rostamzadeh, 2018;Komulainen & Saraniemi, 2019). "The challenge of implementing experience successfully is that it is defined so broadly-so "holistically"-as to exclude almost nothing [and turn it into] the theory of everything" (Maklan, Antonetti & Whitty, 2017, p. 93).…”