The effects of service quality and consumer-brand value congruity on hospitality brand loyalty

This research integrates the congruity and the social identity theories to better understand the consumer-brand relationships. A structural equation modelling approach was used to explore the drivers of brand loyalty in the context of upscale hotels. The findings suggest that the customers are increasingly engaging with the brands that reflect their identity and personal values. The consumer-brand value congruity and the hospitality businesses’ delivery of high service quality were found to be significant antecedents of consumer-brand identification and engagement. Moreover, we reported that consumer-brand identification is a precursor of consumer-brand engagement and brand loyalty. In conclusion, this contribution implies that luxury hotels ought to satisfy their customers’ needs for distinctiveness and self-enhancement whilst exceeding their expectations on service quality. Abbreviations: CBE - Consumer-Brand Engagement; CBI - Consumer-Brand Identification; CA - Conscious Attention; EP - Enthused Participation; SC - Social Connection; BL - Brand Loyalty; VC - Consumer-Brand Value Congruity; SQ - Perceived Service Quality.