The Impact Of Brand Experience And Brand Relationship Upon Brand Loyalty

With the continuous development of China's economy and entrance of many foreign hotel brand,China's hotel industry has become more competitive.In order to win long-term competitive advantage of the hotel,many hotel managers begin to seek the solution to guide customers to positive behavior in a brand experience perspective.Based on cognitive -emotional -behavioral theory,this paper explores the relationship among brand experience,brand relationship and brand loyalty in upper class hotels.On defining the research objects,and literature reviewing,the author explains the content and defines the direction of this paper.Then,based on literature reviewing and comment analysing on the internet,the author designs variable and makes the pilot test.Later,the author delivers the questionnaire in a large scale and reclaims them.Based on the factor analysis,the author constructs the research model and research hypotheses of this research.After that,the author uses the analytical software,SPSS15.0 & AMOS 7.0,to test and verify the research model and hypothesis.Through independent sample T test and one way ANVON test,the author finds out the individual character's influence on variables.Finally,the author gives some research discussions,and managerial implications upper class hotels on how to improve the customers' brand loyalty through managing brand experience and brand relationship.Basically,the results of this research study validated the concept and related assumptions.The main research findings were as follows:In the upper class hotel consumption:Firstly,customer's brand experience includes geographic location experience,room product experience,food and beverage experience,staff service experience,public areas experience and prices experience.Secondly,brand relationship between hotels and consumers includes the two dimensions of cohesion and commitment.Thirdly,in the relationship between brand experience and brand relationship,room product experience,public areas experience,food and beverage experience and prices experience have a significant positive impact on the intimacy. Room product experience,price experience,staff service experience and public areas experience have significant positive impact on commitment.Forthly,in the relationship between brand experience and impact of brand loyalty,room product experience,food and beverage experience,public areas experience and prices experience have an indirect impact on brand loyalty.Geographical experience and personnel services experience have a direct significant impact on brand loyalty. Fifthly,brand relationship has a direct positive impact on brand loyalty.Sixly,the effect of the brand experience to brand loyalty mostly depends on the indirect effect of brand relationship,so the brand relationship plays an important role in the relationship between brand experience and brand loyalty.