Research On The Impact Of Brand Internalization On Customer Repurchase Intention Of Hotel Enterprise

In recent years,the number of hotels in China continues to increase with the rapid development of tourism economy.A large number of top international brand hotels have also invested in China.The overall supply and demand situation of hotels in the domestic market is characterized by oversupply and the competition is extremely severe.However,creating a strong brand and clarifying the influence mechanism of customer repurchase intention have become the key for hotel enterprises to grab for the source market and further improve economic efficiency in the face of the homogeneous market competition and the rapidly changing market environment.For a hotel enterprise,the ultimate source of its economic benefits is the enterprise's internal resource employees and employees are an integral part of the hotel brand.Therefore,the impact of brand internalization on customer repurchase intention is worth exploring and thinking about.Based on the concepts of reasonable definition of brand internalization,customer satisfaction and customer repurchase intention,this study took hotel enterprises as the research object and was guided by internal marketing theory,service profit chain theory,expectation inconsistency theory and behavior intention theory.Based on the summary and collation of relevant literature on the logical relationships between brand internalization,customer satisfaction and customer repurchase intention,this study proposed corresponding research hypotheses.Then this study tried to build a conceptual model of brand internalization,customer satisfaction and customer repurchase intention.Based on the mature scales of previous relevant researches,the formal questionnaire of this study was determined by combining the characteristics of hotel enterprises and the results of preliminary survey.The sample data was obtained by questionnaire survey.And Use SPSS23.0 and AMOS24.0 to analyze the sample data and empirically test the research hypotheses and the conceptual model proposed in this study.The conclusions of the study were as follows:(1)Brand knowledge,brand commitment,brand enthusiasm,helping behavior and development willingness had a significant positive effect on customer satisfaction;(2)Brand knowledge,brand commitment,brand enthusiasm,helping behavior,and development willingness had an indirect effect on customer repurchase intention under the mediating role of customer satisfaction;(3)Customer satisfaction had a significant positive effect on customer repurchase intention;(4)Customer satisfaction was a complete mediator between brand knowledge,brand commitment,brand enthusiasm,helping behavior,development willingness and customerrepurchase intention.According to the analysis results of the empirical study,this study put forward the following suggestions for hotel enterprises on how to improve customer repurchase intention and promote the sustainable development: pay attention to brand internalization and improve service quality;implement customer satisfaction strategy and strengthen relationship management;pay attention to customer repurchase intention and develop loyal customers.