The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement Andam Jamal

The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement

Author (s)

Andam Jamal

Abstract

Nowadays, hotels need further efforts to grow new streams of income as rivalry is penetrating and new visitors are difficult to confirm at a mature phrase. It is vital for hotel managers to recognize additional concerning customer engagement with brand, to recognize what the antecedents of these kind of engagements are, and to distinguish what consequences they are able to achieve from customer engagement. The study aimed to investigate the background and result of brand relationship quality and customer engagement at hotels industry in the Northern of Iraq.  Quantitative Research used in the current study. Quantitative Research is conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population. According to the ministry of tourism, 3 million people visited Erbil on 2018. the authors have used online sample calculator to measure my sample size, according to that I have found that the authors need to distribute 400 questionnaires, but the authors received 353 valid questionnaires. The authors applied a simple regression analysis to measure research hypotheses, the findings revealed that the highest value and most effective concerning measuring the background and result of brand relationship quality and customer engagement at hotels industry in the Northern of Iraq, was first hypothesis which stated that  Hotel stay related membership benefits of loyalty program positively influence Brand relationship quality. In contrast, the lowest value was for second hypothesis which stated that Non-Hotel stay related membership benefits of loyalty program positively influence customer engagement.

 Keywords: Service quality, brand relationship quality, customer engagement, loyalty, Word of mouth, hotels.

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Title: The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement
Author: Andam Jamal
Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.5281/zenodo.4172726
Media: Online
Volume: 4
Issue: 11
Acceptance Date: 20/10/2020
Date of Publication: 01/11/2020
PDF URL: https://ijsab.com/wp-content/uploads/618.pdf
Free download: Available
Page: 131-151
First Page: 131
Last Page: 151
Paper Type: Research article
Current Status: Published

 

Cite This Article:

Andam Jamal (2020). The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement. International Journal of Science and Business, 4(11), 131-151. doi: https://doi.org/10.5281/zenodo.4172726

Retrieved from https://ijsab.com/wp-content/uploads/618.pdf

 

About Author (s)

Andam Jamal, Business Administration, Faculty of Economics and Administrative Sciences, Cyprus International University, Haspolat Campus, Northern Cyprus via Mersin 10, Turkey.

 

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DOI: https://doi.org/10.5281/zenodo.4172726

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