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Love and Satisfaction Drive Persistent Stickiness: Investigating International Tourist Hotel Brands

Authors

  • Shu-Pei Tsai

    Corresponding author
    1. Public Relations & Advertising Department, Shih Hsin University in Taiwan, Taipei, Taiwan
    • Correspondence to: Shu-pei Tsai, Public Relations & Advertising Department, Shih Hsin University in Taiwan, (116) No. 1, Lane 17, Sec. 1, Mu Cha Road, Taipei 116, Taiwan.

      E-mail: tsaisp@cc.shu.edu.tw

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ABSTRACT

Switching resistance loyalty manifests in persistent stickiness to the incumbent brand as the sole choice in the presence of other attractive alternatives. Empirically, it is the crucial determinant of retaining customers for long duration. However, specific drivers of such loyalty in the hospitality and tourism brand categories are still unclear. The current study, integrating the brand love and customer satisfaction paradigms, addresses this issue with a focus on international tourist hotel brands. Brand love proves to be a powerful driver of switching resistance loyalty toward the hotel brand. Noteworthy, overall customer satisfaction serves to reinforce the loyalty-driving effect of brand love. Copyright © 2013 John Wiley & Sons, Ltd.

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