Unraveling the dynamic and contingency mechanism between service experience and customer engagement with luxury hotel brands |
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| Affiliation: | 1. School of Management, University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu, Ho Chi Minh City, Viet Nam;2. School of International Business and Marketing, University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu, Ho Chi Minh City, Viet Nam;1. Division for Management in Health and Sport Tourism, UMIT Tirol - Private University for Health Sciences, Medical Informatics and Technology, Eduard-Wallnöfer-Zentrum 1, 6060 Hall in Tirol, Austria;2. Department of Strategy, Excelia Business School – CERIIM, 102 Rue de Coureilles, 17000 La Rochelle, France;3. Department of Strategy, Marketing and Tourism, University of Innsbruck, Karl-Schönherr-Straße 3, 6020 Innsbruck, Austria;1. Faculty of Business Administration, University of Macau, Macau, China;2. School of Hospitality Management, Macao Institute for Tourism Studies, F201A Colina de Mong-Ha, Macao, China;3. School of Tourism Management, Sun Yat-Sen University, Tangzhou Rd. 1, Zhuhai, China;1. School of Management, University of Bradford, Richmond Road, Bradford BD7 1DP, West Yorkshire, UK;2. College of Professional and Continuing Education, The Hong Kong Polytechnic University, 9 Hoi Ting Road, Yau Ma Tei, Kowloon, Hong Kong;3. School of Tourism Management, Sun Yat-sen University, Tangzhou Rd. 1, Zhuhai 519082, China;1. College of Management, Metropolitan State University, 1501 Hennepin Ave., Minneapolis, MN 55403-1897, USA;2. Independent Researcher, Kowloon, Hong Kong;3. Rosen College of Hospitality Management The University of Central Florida, FL 32819, USA;4. WSB University in Wrocław, Ul. Fabryczna 29-31, 53-609 Wrocław, Polska / Poland;1. Department of Tourism Management, Faculty of Management & Accounting, Allameh Tabataba''i University, Tehran, Iran;2. Faculty of Management, Bournemouth University, Talbot Campus, Fern Barrow, Poole, Dorset BH12 5BB, UK;3. Faculty of Management, Kharazmi University, Tehran, Iran;1. College of Management and Economics, Tianjin University, 92 Weijin Street, Tianjin, China;2. Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, Macao, China;3. Asia-Pacific Academy of Economics and Management, Faculty of Business Administration, University of Macau, Macao, China;4. College of Tourism and Service Management, Nankai University, 38 Tongyan Road, Tianjin, China |
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| Abstract: | This study unravels the dynamic and contingency mechanism between service experience and customer engagement with luxury hotel brands by investigating a multi-step model linking these two variables, in which emotional attachment and relational quality constructs (i.e., brand satisfaction, brand trust, and brand commitment) act as a bridge, while customer involvement acts as a moderator. Based on a self-administered survey dataset of 249 international tourists who are customers of luxury hotel brands, partial least square structural equation modeling (PLS-SEM) is used to test the hypotheses. The results indicate that all proposed hypotheses are supported. As such, this study discovers and clarifies the nature and dynamic mechanism underpinning the co-creation and reciprocation process of customer engagement with luxury hotels. In particular, the positive service experience is found to contribute to customer engagement via emotional attachment and relational marketing. Furthermore, the moderating role of customer involvement in the luxury hotel setting is confirmed. |
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| Keywords: | Service experience Emotional attachment Relational quality Customer engagement Value co-creation Moderating effects |
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