Customer Engagement: A Framework for Assessing Brand Loyalty Behaviour in Hotels Industry

Amue John G. Ph.D

Abstract


Engagement plays a critical role in strategic marketing models development. However, marketing experts seem implicitly to accept that marketing efforts contribute in some way to brand loyalty. Using new marketing activity, this article explores the link between marketing actions and brand loyalty behavior. In particular, the author develop a conceptual model arguing that customer engagement has an effect on brand loyalty. The results from empirical study show strong support for the effect of customer interactivity, customer involvement and customer support on brand loyalty behavior within the hotel service sector.


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