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The Impact of Hotel Customer Engagement and Service Evaluation on Customer Behavior Intention: The Mediating Effect of Brand Trust

Authors
  • Chen, Xi1
  • Wang, Yifan1
  • Lyu, Xujie2
  • Zhang, Jinlong3
  • 1 Business School, Shandong Jianzhu University, Jinan , (China)
  • 2 Business School, Heze University, Heze , (China)
  • 3 Global Food Service Management, Woosuk University, Jeonju
Type
Published Article
Journal
Frontiers in Psychology
Publisher
Frontiers Media SA
Publication Date
Apr 26, 2022
Volume
13
Identifiers
DOI: 10.3389/fpsyg.2022.852336
Source
Frontiers
Keywords
Disciplines
  • Psychology
  • Original Research
License
Green

Abstract

Because of the COVID-19, the tourism industry has been greatly affected, especially the occupancy rate of hotel companies. This study analyzes the effects of customer engagement and service evaluation on brand trust and customer behavioral intention based on 437 valid questionnaires from Chinese economy hotel companies using SPSS and AMOS. The components of customer engagement are subdivided into five dimensions: identification, enthusiasm, attention, absorption and interaction, and the impact of these five dimensions on brand trust in the COVID- 19 is investigated. Finally, it verifies the influence of trust on customers’ word-of-mouth (WOM) intention and customers’ reuse intention. The results of this study not only enrich the research on customer engagement and service evaluation in marketing circles but also give some advice to hotel companies in the COVID-19 customer engagement and service evaluation that can enhance the trust of enterprises and promote the behavior intention of customers, which has certain practical reference value.

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