Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Purpose This study aims to propose a comprehensive causal model examine the relationships between customer experience and four key factors in brand building, i.e., loyalty, trust, affect involvement. The dimensionality of full-service hotel is also particularly examined relation building. Design/methodology/approach Three steps data collection were used: interviews 50 customers on their experiences staying hotels, small survey 176 guests establish measurement scale major 732 ten Chinese cities test loyalty. Findings Customers’ with hotels are proposed be categorized into functional, affective social. There chain effect from trust then involvement does moderate but not Practical implications For social functional critical building therefore, they need focal points enhancement experience. Also, hoteliers advised develop emotional connections – an effective way affection. Originality/value According authors’ knowledge, this paper one first few studies link loyalty analysis. contributes knowledge context sector.