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The effects of image congruence on customer satisfaction and brand loyalty in the lodging industry.

机译：图像一致性对住宿业客户满意度和品牌忠诚度的影响。

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摘要

In this study a path analytic model of brand loyalty was developed to investigate the relationship among image congruence, customer satisfaction, and brand loyalty in the lodging industry. Many researchers have studied the effects of image congruence on customers' attitude toward the brand in terms of their intention to purchase. Despite efforts to investigate the relationship between image congruence and pre-purchasing behavior, only a limited number of studies have been conducted to measure how image congruence and incongruence affect post-purchase behaviors—namely customer satisfaction and brand loyalty—especially in the lodging industry. The major objective of this research was to develop a brand loyalty measurement based on a critical review of the literature and investigation of numerous empirical studies. Furthermore, the study was extended to identify the relationship among image congruence, customer satisfaction, and brand loyalty in the lodging industry. In particular, this study focused on investigating the mediating effects of attitudinal brand loyalty on the relationship between customer satisfaction and behavioral brand loyalty in the lodging industry.; A field survey was conducted to collect data. The sample included 194 customers of a national chain hotel in North Carolina. The data were collected via self-administered questionnaire, including multiple scales of each construct and demographic inquiries. The collected data were analyzed using confirmatory factor analysis and structural equation modeling.; Key findings indicate that customer satisfaction is positively related to social and ideal social image congruence. Also, results provided evidence of a positive association between customer satisfaction and attitudinal brand loyalty. It was also found that customer satisfaction was positively associated with behavioral brand loyalty when mediated by attitudinal brand loyalty.; This study develops a repeat purchasing behavior model of lodging customers. This study also contributes to the existing brand loyalty studies by assessing the relationship between attitudinal and behavioral brand loyalty in the lodging industry. Further, it discusses the theoretical and managerial implications of the findings and the limitations of the study methods.
机译：在这项研究中，建立了品牌忠诚度的路径分析模型，以研究住宿业中图像一致性，客户满意度和品牌忠诚度之间的关系。许多研究人员从购买意向方面研究了图像一致性对顾客对品牌态度的影响。尽管努力研究图像一致性和购买前行为之间的关系，但仅进行了有限的研究来衡量图像一致性和不一致的影响如何影响购买后行为，即客户满意度和品牌忠诚度，尤其是在住宿行业。这项研究的主要目的是基于对文献的严格审查和大量实证研究的基础上，开发品牌忠诚度评估。此外，该研究被扩展以识别住宿行业中图像一致性，客户满意度和品牌忠诚度之间的关系。尤其是，这项研究的重点是调查态度品牌忠诚度在住宿业中对顾客满意度和行为品牌忠诚度之间关系的中介作用。进行了现场调查以收集数据。样本包括北卡罗来纳州一家国家连锁酒店的194位顾客。数据通过自我管理的问卷收集，包括每种结构的多个量表和人口统计学查询。使用确认性因子分析和结构方程模型分析收集的数据。主要发现表明，客户满意度与社会和理想的社会形象一致性正相关。而且，结果提供了客户满意度与态度品牌忠诚度之间正相关的证据。还发现当态度品牌忠诚度介导时，客户满意度与行为品牌忠诚度成正相关。这项研究建立了住宿客户的重复购买行为模型。这项研究还通过评估住宿业态度和行为品牌忠诚度之间的关系，为现有的品牌忠诚度研究做出了贡献。此外，它讨论了研究结果的理论和管理意义以及研究方法的局限性。

著录项

  • 作者

    Back, Ki-Joon.;

  • 作者单位

    The Pennsylvania State University.;

  • 授予单位 The Pennsylvania State University.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2001
  • 页码 147 p.
  • 总页数 147
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

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