This study aims to investigate ways in which hotel loyalty programs can be designed to enhance customer’s identification with a hotel brand and develop a sustainable customer-brand relationship.
The study adopted a cross-sectional design survey questionnaire for data collection and used structural equation modeling data analysis to test the conceptual model.
The three loyalty program experiences proposed (member-to-member similarity, memorable loyalty program experience and loyalty program social benefits) exerted significant positive effects on customer-brand identification (CBI), which, in turn, influences customer-brand relationship elements, including trust, commitment and switching resistance.
This study expands the scope of CBI literature, which previously focused substantially on brand level experiences, by being the first to explore a new set of CBI antecedents with a focus on loyalty program experiences. Furthermore, the current study’s findings delineate specific strategies to uphold the social and experiential aspects of loyalty programs that can develop sustainable customer-brand relationships.
The authors would like to acknowledge the reviewers for their critical and insightful comments which contributed to the improvement of this paper.
Shin, M., Back, K.-J., Lee, C.-K. and Lee, Y.-S. (2020), "Enhancing customer-brand relationship by leveraging loyalty program experiences that foster customer-brand identification", International Journal of Contemporary Hospitality Management, Vol. 32 No. 12, pp. 3991-4016. https://doi.org/10.1108/IJCHM-06-2020-0550
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