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Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector

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  • Raouf Ahmad Rather
  • Shehnaz Tehseen
  • Murtaza Hassan Itoo
  • Shakir Hussain Parrey

Abstract

The current study presents an integrated model that explores how customer brand identification (CBI), affective commitment, customer satisfaction, and brand trust influence the development of customer behavioral intention of loyalty (CBIL) in the hospitality sector. The underpinning theories of this study are social identity theory and relationship marketing theory. Data were collected in the form of a survey from 345 customers staying at different hotels across six cities in India. The data were analyzed by using confirmatory factor analysis, followed by structural equation modeling. The findings illustrated that the influence of CBI on CBIL is direct as well as mediated by affective commitment, customer satisfaction, and brand trust. The latter three constructs were also direct predictors of CBIL while the influence of customer satisfaction and brand trust on CBIL was found to be mediated by affective commitment as well. These matters have received little attention in marketing generally and hospitality research particularly, and knowledge of the proposed relationships may lead to further research on this topic.

Suggested Citation

  • Raouf Ahmad Rather & Shehnaz Tehseen & Murtaza Hassan Itoo & Shakir Hussain Parrey, 2019. "Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(2), pages 196-217, April.
    • Handle: RePEc:taf:jgsmks:v:29:y:2019:i:2:p:196-217
    DOI: 10.1080/21639159.2019.1577694
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    2. Waris Ali & Yu Danni & Badar Latif & Rehana Kouser & Saleh Baqader, 2021. "Corporate Social Responsibility and Customer Loyalty in Food Chains—Mediating Role of Customer Satisfaction and Corporate Reputation," Sustainability, MDPI, vol. 13(16), pages 1-15, August.
    3. Nilashi, Mehrbakhsh & Abumalloh, Rabab Ali & Samad, Sarminah & Alrizq, Mesfer & Alyami, Sultan & Alghamdi, Abdullah, 2023. "Analysis of customers' satisfaction with baby products: The moderating role of brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Josef Welzmueller & Sascha L. Schmidt, 2024. "Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda," Management Review Quarterly, Springer, vol. 74(1), pages 439-485, February.
    5. Jana Majerova & Wlodzimierz Sroka & Anna Krizanova & Lubica Gajanova & George Lazaroiu & Margareta Nadanyiova, 2020. "Sustainable Brand Management of Alimentary Goods," Sustainability, MDPI, vol. 12(2), pages 1-18, January.
    6. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    7. Seung-hye Jung & Joon-ho Kim & Ha-na Cho & Hae-won Lee & Hyun-ju Choi, 2021. "Brand Personality of Korean Dance and Sustainable Behavioral Intention of Global Consumers in Four Countries: Focusing on the Technological Acceptance Model," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    8. Rizwan Ullah Khan & Volodymyr Saienko & Hanna Tolchieva, 2021. "Dependence of the Company’s Reputation and the Quality of Customer Relations," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 159-176.
    9. Hwang, Syjung & Lee, Minyoung & Park, Eunil & del Pobil, Angel P., 2021. "Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    10. Ko, Woo Li & Kim, Sang Yong & Lee, Jong-Ho & Song, Tae Ho, 2020. "The effects of strategic alliance emphasis and marketing efficiency on firm value under different technological environments," Journal of Business Research, Elsevier, vol. 120(C), pages 453-461.
    11. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    12. Chunhao Wei & Han Chen & Yee Ming Lee, 2022. "COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 581-600, September.
    13. Sıddık Bozkurt & David Gligor & Serhat Ozer & Serap Sarp & Rajesh Srivastava, 2024. "The impact of perceived social media interactivity on brand trust. The mediating role of perceived social media agility and the moderating role of brand value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 523-536, September.
    14. Wang, Huanzhang & Ko, Eunju & Woodside, Arch & Yu, Jihye, 2021. "SNS marketing activities as a sustainable competitive advantage and traditional market equity," Journal of Business Research, Elsevier, vol. 130(C), pages 378-383.
    15. Küster, Inés, 2021. "Introduction to the Special Section: Tourism & Leisure," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    16. Francesca Di Cicco & Maike Loos & Isa Vos & Rebecca Gibson & Yuvesveri Naidoo & Susan Gifford & Monique A. M. Smeets, 2024. "The Smell of Sustainability: Understanding Consumers’ Acceptability of Recycled Plastic Packaging with an Off-Odor," Sustainability, MDPI, vol. 16(12), pages 1-26, June.
    17. Lee, Kuo-Wei & Li, Chia-Ying, 2023. "It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    18. Liting Zhou & Fei Ouyang & Yang Li & Jieling Zhan & Nadeem Akhtar & Muhammad Ittefaq, 2022. "Examining the Factors Influencing Tourists’ Destination: A Case of Nanhai Movie Theme Park in China," Sustainability, MDPI, vol. 14(18), pages 1-19, September.
    19. Wanjing Jiang & Yao Song, 2022. "Mobile Shopping during COVID-19: The Effect of Hedonic Experience on Brand Conspicuousness, Brand Identity and Associated Behavior," IJERPH, MDPI, vol. 19(8), pages 1-14, April.
    20. Laura Pascual‐Nebreda & Pablo Cabanelas‐Lorenzo & Alicia Blanco‐González, 2022. "Understanding dissatisfaction through evaluation theory," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 3116-3129, October.
    21. Sliż Piotr & Delińska Liwia, 2021. "Measuring Customer Retention in the European Automotive Sector," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(3), pages 63-85, September.

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