Jiefei Wang

Jiefei Wang

29, December 2023

Brand loyalty, Brand trust, Customer satisfaction.

Against the backdrop of the construction of a free trade port, the competition in Hainan's hotel industry is becoming increasingly fierce. Brand loyalty is considered the only way to deal with this situation, as hotel brands help establish a stable relationship between consumers and operators. Therefore, this study takes Hainan star-rated hotels as the research objects, with service quality, perceived quality, and perceived value as independent variables, and brand trust and customer satisfaction as intervention variables, to construct a conceptual model of brand loyalty. The research results show that brand trust and customer satisfaction are two important factors for consumer brand loyalty in the hotel industry, and show a significant positive correlation. The results provide a better understanding for enterprises to analyze brand loyalty and the role of each factor in the development of brand loyalty.

© 2023, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license