Evaluating the Influence of Brand Image, Service Quality, and Digital Engagement on Non-Resident Guest Loyalty in the Hotel Sector

Abstract

Abstract

The research question of this study is to investigate the influence of brand image and service quality on the non-resident guest loyalty, and to examine the moderating effect of digital engagement on the relationship between brand image and service quality on the non-resident guest loyalty. The study is grounded in the relationships marketing theory, SERVQUAL model and customer engagement theory and provides a conceptualization integrating the traditional old mechanism (service marketing construct) with the new approach (digital interaction mechanism). Data are gathered using a structured questionnaire through regression and moderation analysis techniques using primary data collected from international hotel guests. Results suggest that brand image and service quality has significant positive influences on non-resident guest loyalty and reputation and service excellence remain influential on customer retention. Besides that, digital engagement which includes interaction in the social media and mobile application, and personalize online communication, strengthens positive impact of service quality and brand perception on non-resident guest loyalty. The outcomes also offer finer understanding of how hotels can combine their traditional marketing efforts and new digital touchpoints to sustain their competitiveness against rivals in the rapid technological environment in hospitality. The research has implications to hospitality marketing literature by incorporating digital engagement as a moderator on the traditional, well established, service quality and brand image theory, so that to offer theoretical contribution for the research and managerial recommendations. For practitioners, the research emphasizes the critical importance of appropriate strategic brand positioning and quality service delivery and engagement within digital engagement strategies to establish lasting guest loyalty.

     Keywords: Brand image, Service quality, Guest loyalty, Digital engagement, Hospitality marketing, Relationship marketing, SERVQUAL, Customer engagement