Testing relationship brand equity to customer satisfaction and brand loyalty in boutique hotel
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Abstract
The purpose of this paper is to examine the effects of brand equity, consumer satisfaction and brand loyalty in the boutique hotel. A total of 400 customers of boutique hotel located in Andaman Coastal Province participated in the study and using structural equation modelling approach. Five dimensions in brand equity were identified; physical quality, staff behavior, ideal self-congruence, brand identification and lifestyle-congruence. The findings of the study show that physical quality, staff behavior, ideal self-congruence and lifestyle-congruence affected to consumer satisfaction. Moreover, physical quality, staff behavior, ideal self-congruence and lifestyle-congruence directly affected to brand loyalty via consumer satisfaction. The theoretical contributions of the study and managerial implications were discussed in the paper.
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