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The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement

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  • Andam Jamal

    (Business Administration, Faculty of Economics and Administrative Sciences, Cyprus International University, Haspolat Campus, Northern Cyprus via Mersin 10, Turkey.)

Abstract

Nowadays, hotels need further efforts to grow new streams of income as rivalry is penetrating and new visitors are difficult to confirm at a mature phrase. It is vital for hotel managers to recognize additional concerning customer engagement with brand, to recognize what the antecedents of these kind of engagements are, and to distinguish what consequences they are able to achieve from customer engagement. The study aimed to investigate the background and result of brand relationship quality and customer engagement at hotels industry in the Northern of Iraq. Quantitative Research used in the current study. Quantitative Research is conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population. According to the ministry of tourism, 3 million people visited Erbil on 2018. the authors have used online sample calculator to measure my sample size, according to that I have found that the authors need to distribute 400 questionnaires, but the authors received 353 valid questionnaires. The authors applied a simple regression analysis to measure research hypotheses, the findings revealed that the highest value and most effective concerning measuring the background and result of brand relationship quality and customer engagement at hotels industry in the Northern of Iraq, was first hypothesis which stated that Hotel stay related membership benefits of loyalty program positively influence Brand relationship quality. In contrast, the lowest value was for second hypothesis which stated that Non-Hotel stay related membership benefits of loyalty program positively influence customer engagement.

Suggested Citation

  • Andam Jamal, 2020. "The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement," International Journal of Science and Business, IJSAB International, vol. 4(11), pages 131-151.
    • Handle: RePEc:aif:journl:v:4:y:2020:i:11:p:131-151
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    References listed on IDEAS

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