The Incorporation of Consumer Experience into the Branding Process: An Investigation of Name‐Brand Hotels

Given the growing number of hotel brands, improving consumer experience has become an increasingly important area of interest to industry practitioners. The purpose of this study is to investigate the relationship between hotel guests' brand experience, knowledge and loyalty to name‐brand hotels. Confirmatory factor analysis and structural equation modeling with the incorporation of a second‐order factor analysis were employed to achieve the research goals. The findings indicate that brand experience was represented as a holistic concept with sensory, affective, behavioral and intellectual aspects. While brand experience influences brand loyalty, its impact is partially mediated by brand knowledge. This is a pioneer study that combines consumer experience with branding in the hospitality industry and offers practical suggestions to facilitate hotel managers in their development of effective branding strategies. Copyright © 2015 John Wiley & Sons, Ltd.     

Leisure Involvement,Job Satisfaction,and Service Performance among Frontline Restaurant Employees

The importance of employee leisure involvement to employee service performance has been suggested but not tested in the literature. This study closes this research gap by inspecting the direct consequence of leisure involvement on service performance and leisure involvement’s indirect effect on service performance via job satisfaction for frontline service employees. This study uses a sample of 313 restaurant employees collected from Bandung, Indonesia. The proposed model is tested using variance-based SEM-PLS. The results show the importance of leisure involvement as a determinant of frontline service performance. Moreover, this study reveals that the effect of leisure involvement on service performance is partially mediated by job satisfaction. The conceptual and practical significance of these results are reviewed.