Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Interface between Hospitality-based Customer Brand Engagement, Self-brand Congruence, and Revisit Intention


Affiliations
1 Marketing Researcher and Fellow, SSSUTMS, School of Management Studies, Madhya Pradesh, India
     

   Subscribe/Renew Journal


Customer brand engagement (CBE) has been identified as an important determinant of brand co-creation (BCO) and brand loyalty. However, the cognitive and affective mechanism of CBE has hardly received a full assessment, particularly in the field of hospitality brand context. Thus, using service-dominant logic, this research develops a model that explores the relationships between self-brand congruence, social media involvement (SMI), BCO, CBE, and revisit intention towards hospitality brands during the COVID-19 pandemic. First, results suggest that SMI and self-brand congruence positively impact CBE. Secondly, results revealed that CBE’s significant positive effect on BCO and customer’s revisit intention. Third, findings showed the social media’s and self-brand congruence’s indirect impact on co-creation and revisit intent, as mediated via CBE. The model has been tested by adopting Partial least squares-structural equation modelling, and the empirical results can contribute to the advancement of SMI, CBE, co-creation, and revisit intention in the hospitality context. This study offers key implications for hotel brands to construct tactics in surviving during the pandemic.

Keywords

Customer Brand Engagement, Social Media Involvement, Self-Brand Congruence, Revisit Intention, Hospitality Brands
Subscription Login to verify subscription
User
Notifications
Font Size


  • Ahn, J., & Back, K. J. (2019). Antecedents and consequences of customer brand engagement in integrated resorts. International Journal of Hospitality Management, 75, 144-152.
  • Bahri-Ammari, N., Rather, R., & Kallal, R. (2021). Brand engagement and identification in virtual brand community: The moderating role of brand community subscription seniority. International Journal of Web Based Communities, Forthcoming.
  • Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.
  • Chen, S., Han, X., Bilgihan, A., & Okumus, F. (2021). Customer engagement research in hospitality and tourism: A systematic review. Journal of Hospitality Marketing & Management, 30(10), 1-34.
  • Dube, K., Nhamo, G., & Chikodzi, D. (2021). COVID-19 cripples global restaurant and hospitality industry. Current Issues in Tourism, 24(11), 1487-1490.
  • Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348.
  • Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • France, C., Merrilees, B., & Miller, D. (2015). Customer brand co-creation: A conceptual model. Marketing Intelligence & Planning, 33(6), 848-864.
  • Gohary, A., Pourazizi, L., Madani, F., & Chan, E.-Y. (2018). Examining Iranian tourists’ memorable experiences on destination satisfaction and behavioral intentions. Current Issues in Tourism.
  • Grissemann, U., & Stokburger-Sauer, N. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492.
  • Gursoy, D., & Chi, C. G. (2020). Effects of COVID-19 pandemic on hospitality industry: Review of the current situations and a research agenda. Journal of Hospitality Marketing & Management, 29(5), 527-529.
  • Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand-Oaks, CA: Sage.
  • Hanks, L., Line, N., & Yang, W. (2017). Status seeking and perceived similarity: A consideration of homophily in the social servicescape. International Journal of Hospitality Management, 60, 123-132.
  • Harrigan, P., Evers, U., Miles, M., & Daly, T. (2018). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609.
  • Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis. New York: Guilford Publications.
  • Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116, 2-20.
  • Hollebeek, L. D., & Rather, R. A. (2019). Service innovativeness and tourism customer outcomes. International Journal of Contemporary Hospitality Management, 31(11), 4227-4246.
  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
  • Hollebeek, L. D., Smith, D. L., Kasabov, E., Hammedi, W., Warlow, A., & Clark, M. K. (2020). Customer brand engagement during service lockdown. Journal of Services Marketing. Forthcoming.
  • Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). SD logic-informed customer engagement: Integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 1-25.
  • Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53, 497-514.
  • Kumar, V., Rajan, B., Gupta, S., & Dalla Pozza, I. (2019). Customer engagement in service. Journal of the Academy of Marketing Science, 47(1), 138-160.
  • Leckie, C., Dwivedi, A., & Johnson, L. (2021). Examining drivers and outcomes of social media brand engagement. Asia Pacific Journal of Marketing and Logistics. Ahead-of-Print. doi:https//doi.org/10.1108/APJML-07-2020-0488
  • Li, M. W., Teng, H. Y., & Chen, C. Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184-192.
  • Markus, H. (1977). Self-schemata and processing information about the self. Journal of Personality and Social Psychology, 35(2), 63.
  • MSI – Marketing Science Institute. (2020). Research priorities. Cambridge, MA. Retrieved from https://www.msi.org/uploads/articles/MSI_RP18-20.pdf
  • Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social media in creating expectations: An empirical study for a tourist destination. Annals of Tourism Research, 65, 60-70.
  • Ntounis, N., Parker, C., Skinner, H., Steadman, C., & Warnaby, G. (2021). Tourism and hospitality industry resilience during the COVID-19 pandemic: Evidence from England. Current Issues in Tourism, 1-14.
  • Odoom, R., Boateng, H., & Asante, B. O. (2017). An empirical investigation of perceived relational benefits and brand engagement in restaurant services. International Journal of Contemporary Hospitality Management, 29(11), 2767-2784.
  • Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.
  • Parrey, S. H., Hakim, I. A., & Rather, R. A. (2019). Mediating role of government initiatives and media influence between perceived risks and destination image: A study of conflict zone. International Journal of Tourism Cities, 5(1), 90-106.
  • Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
  • Prebensen, N. K., Vittersø, J., & Dahl, T. I. (2013). Value co-creation significance of tourist resources. Annals of Tourism Research, 42, 240-261.
  • Ranjan, K. R., & Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44, 290-315.
  • Rasoolimanesh, S. M., Seyfi, S., Rather, R., & Hall, C. M. (2021). Investigating the mediating role of visitor satisfaction in the relationship between memorable tourism experiences and behavioral intentions in heritage. Tourism Review, In press.
  • Rather, R. (2017). Investigating the impact of customer brand identification on hospitality brand loyalty: A social identity perspective. Journal of Hospitality Marketing & Management, 27(5), 487-513.
  • Rather, R. (2018a). Exploring customers’ attitudes towards the hospitality brands in India: A social identity perspective. In The Branding of Tourist Destinations: Theoretical and Empirical Insights (pp. 207-231). United Kingdom: Emerald Publishing.
  • Rather, R. (2018b). Consequences of consumer engagement in service marketing: An empirical exploration. Journal of Global Marketing, 32(2), 116-135.
  • Rather, R., & Camilleri, M. A. (2018). The effects of service quality and consumer-brand value congruity on hospitality brand loyalty. Anatolia, 30(4), 547-559.
  • Rather, R., & Hollebeek, L. (2018). Exploring and validating social identification and social exchange-based drivers of hospitality customer loyalty. International Journal of Contemporary Hospitality Management, 31(3), 1432-1451.
  • Rather, R., & Sharma, J. (2016). The role of customer engagement in ensuring sustainable development in hospitality sector. International Journal of Hospitality & Tourism Systems, 9(2), 62-81.
  • Rather, R., & Shakir, P. H. (2018). Customer engagement in increasing affective commitment within hospitality sector. Journal of Hospitality Application and Research, 13(1), 72-91.
  • Rather, R., & Sharma, J. (2017). Customer engagement for evaluating customer relationships in hotel industry. European Journal of Tourism, Hospitality and Recreation, 8(1), 1-13.
  • Rather, R., & Sharma, J. (2019). Dimensionality and consequences of customer engagement: A social exchange perspective. Vision, 23(3), 255-266.
  • Rather, R., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing, 22(3), 319-337.
  • Raza, A., Rather, R., Iqbal, M., & Bhutta, U. (2020). An assessment of corporate social responsibility on customer company identification and loyalty in banking industry: A PLS-SEM analysis. Management Research Review, Forthcoming.
  • Richins, M. L., Bloch, P. H., & McQuarrie, E. F. (1992). How enduring and situational involvement combine to create involvement responses. Journal of Consumer Psychology, 1(2), 143-153.
  • Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7-17.
  • Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: A social marketing review. Journal of Social Marketing, 9(2), 204-224.
  • Sheth, J. N. (2011). Impact of emerging markets on marketing: Rethinking existing perspectives and practices. Journal of Marketing, 75(4), 166-182.
  • Sirgy, M. J. (1986). Self-congruity: Toward a theory of personality and cybernetics. Praeger Publishers/Greenwood Publishing Group.
  • Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B.,...Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241.
  • So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329.
  • So, K. K. F., Wei, W., & Martin, D. (2021). Understanding customer engagement and social media activities in tourism: A latent profile analysis and cross-validation. Journal of Business Research, Online First.
  • Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92-104.
  • Sugathan, P., & Ranjan, K. R. (2019). Co-creating the tourism experience. Journal of Business Research, 100, 207-217.
  • UNWTO. (2021). Global economy could lose over $4 trillion due to COVID-19 impact on tourism. Retrieved June 30, 2021, from https://www.unwto.org/news/global-economy-could-lose-over-4-trillion-due-to-covid-19-impact-on-tourism
  • Vargo, S. L., & Lusch, R. F. (2016). Service-dominant logic 2025. International Journal of Research in Marketing, 34(1), 46-67.
  • Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.
  • Yen, C. H., Teng, H. Y., & Tzeng, J. C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88, 102514.
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.

Abstract Views: 23

PDF Views: 0




  • Interface between Hospitality-based Customer Brand Engagement, Self-brand Congruence, and Revisit Intention

Abstract Views: 23  |  PDF Views: 0

Authors

Raouf Ahmad Rather
Marketing Researcher and Fellow, SSSUTMS, School of Management Studies, Madhya Pradesh, India

Abstract


Customer brand engagement (CBE) has been identified as an important determinant of brand co-creation (BCO) and brand loyalty. However, the cognitive and affective mechanism of CBE has hardly received a full assessment, particularly in the field of hospitality brand context. Thus, using service-dominant logic, this research develops a model that explores the relationships between self-brand congruence, social media involvement (SMI), BCO, CBE, and revisit intention towards hospitality brands during the COVID-19 pandemic. First, results suggest that SMI and self-brand congruence positively impact CBE. Secondly, results revealed that CBE’s significant positive effect on BCO and customer’s revisit intention. Third, findings showed the social media’s and self-brand congruence’s indirect impact on co-creation and revisit intent, as mediated via CBE. The model has been tested by adopting Partial least squares-structural equation modelling, and the empirical results can contribute to the advancement of SMI, CBE, co-creation, and revisit intention in the hospitality context. This study offers key implications for hotel brands to construct tactics in surviving during the pandemic.

Keywords


Customer Brand Engagement, Social Media Involvement, Self-Brand Congruence, Revisit Intention, Hospitality Brands

References