Exploring Customers’ Attitudes Towards the Hospitality Brands in India: A Social Identity Perspective

Abstract

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands. Therefore, the author develops and empirically tests the relationships among these constructs. The methodology involved the use of structured equation models to investigate the hypothesised relationships. The results suggest that customer brand identification has a positive influence on loyalty, commitment, satisfaction and trust. The study also implies that commitment mediates the relationships between the three relational constructs (customer identification, trust and satisfaction) and brand loyalty.

Citation

Rather, A.R. (2018), "Exploring Customers’ Attitudes Towards the Hospitality Brands in India: A Social Identity Perspective", Camilleri, M.A. (Ed.) The Branding of Tourist Destinations: Theoretical and Empirical Insights, Emerald Publishing Limited, Leeds, pp. 207-231. https://doi.org/10.1108/978-1-78769-373-920181012