The Examination of Local And Foreign Customer’s Brand Loyalty Toward Five-Star Hotels in Bangkok
DOI:
https://doi.org/10.14456/shserj.2023.25Keywords:
Hotel Industry, Brand Loyalty, Brand awareness, Brand Image, Advanced Information And Communication TechnologyAbstract
Purpose: In Bangkok’s highly competitive hotel industry, hotel operators seek to retain a good relationship with customers by understanding the factors influencing their brand loyalty. This study examines the causal relationship between advanced information and communication technology (ICT), perceived quality (tangibility, responsiveness, reliability, assurance, and empathy), brand awareness, brand image, and brand loyalty. Research design, data, and methodology: The questionnaire was used as a tool to collect the data from 500 respondents who are local and foreign guests of the top 5 five-star hotel brands located in Bangkok, Thailand. Content validity was applied using the Index of Item-Objective Congruence (IOC). Then, the pilot test was assessed by Cronbach’s Alpha reliability test. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze the data. Results: The results show that ICT significantly influences perceived quality, brand image, and brand loyalty. Perceived quality significantly influences brand image but not brand awareness and brand loyalty. Furthermore, there is a causal relationship between brand image, brand awareness, and brand loyalty. Conclusions: This paper incorporates the factors that regulate brand loyalty in marketing literature and provides competitive strategies for hotel managers to increase brand loyal customers.
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