Hotel service branding: the impact of brand experience on brand engagement in Vietnam hospitality industry

• Main Authors: Minh Chau Ngo, 吳明朱
• Other Authors: Ja-Shen Chen
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/sd2h78

碩士 === 元智大學 === 經營管理碩士班(企業管理) === 107 === Brand experience has received attention from scholars and researchers especially in experiential marketing and management fields. Due to the high market competition, hotel brands need to improving and enhancing their hotel services to be able to meet customer’s expectation and then retain their engagement and loyalty with the brand. In this study, we try to explore the relationship between servicescape, employee service and brand experience in the context of Vietnam hospitality industry. A self-administered online survey was used to collect data from the customers who have experienced hotel services in the past one year in Vietnam. The empirical results show that there are positive relationships between servicescape, employee service, brand experience, and brand engagement. Besides, the moderating effect of brand loyalty on the relationship between brand experience and brand engagement was found.