Gender,loyalty card membership,age, and critical incident recovery: Do they moderate experience-loyalty relationship? |
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| Institution: | 1. Business School, Hunan University, 11 Lushan Nan Lu, Changsha, Hunan, PR China;2. Eugene M. Isenberg School of Management, University of Massachusetts Amherst, 121 Presidents Drive, Amherst, MA, United States;3. Northern Illinois University, Department of Marketing, 128 Barsema Hall, DeKalb, IL, United States;1. Université catholique de Louvain, LouRIM, Center for Consumers and Marketing Strategy (CCMS) & Université Libre de Bruxelles (ULB), Solvay Brussels School of Economics and Management (SBS-EM), Belgium;2. Université catholique de Louvain, LouRIM, Center for Consumers and Marketing Strategy (CCMS), Belgium & IESEG School of Management (LEM-UMR9221), France;3. University of Namur, Namur Digital Institute (NADI-CeRCLe), Center for Consumers and Marketing Strategy (CCMS), Belgium |
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| Abstract: | The study examines the critical role of customer experience in determining hotel brand loyalty and the moderating role of gender, loyalty card membership, age, and critical incident recovery in this relationship. Based on a sample of 408 hotel guests and employing structural equation modeling approach, dimensions that comprise ‘customer experience with hotel brands’—hotel location, hotel staff competence, hotel stay, and ambience, hotel website and social media, and guest-to-guest experience—are found to have relative effects on hotel brand loyalty. The results contribute to hospitality realm by suggesting the moderating effect of gender, loyalty card membership, age, and critical incident recovery on customer experience-loyalty relationship. Implications for managerial practice and theory are discussed together with limitations and further research directions. |
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| Keywords: | Customer experience Hotel brand Loyalty card membership Age Critical incident recovery Gender |
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