호텔 고객의 브랜드 경험가치와 브랜드 만족, 브랜드 몰입, 브랜드 사랑 간의 관계

Abstract

Customer experience is an essential concept in the hotel and tourism industries. Thus, hotel managers and marketers have focused primarily on the creation of memorable experiences. The purpose of this study was to understand the relationships among hotel customers’ brand experiential value, brand satisfaction, brand commitment, and brand love. In doing so, this study surveyed hotel visitors visiting a luxury hotel brand in the past year. With 327 responses, this study analyzed the proposed research framework using SMART PLS 3.3.3. The results of this study confirmed that aesthetics value, consumer return on investment, and service excellence have positive relationships with brand satisfaction, which in turn, have connections with brand commitment and brand love. This result would provide valuable insights into theoretical and practical implications.