Discovering the relationships among brand experience, brand personality, service personal values and customer loyalty - A study of Vietnam luxury hotel market

Abstract

This study tries to explore the relationships among these concepts – brand experience, brand personality, service personal value and customer loyalty in Vietnam luxury hotel market. Based on both two qualitative and quantitative approaches, the researcher has done a focus group interview of practitioners and customers, together with a survey of 350 respondents who have used 4 to 5 stars hotel or resort services throughout the country. The main finding of this study states that customer loyalty is influence directly by all three factors: brand experience, brand personality, and service personal value. Among these three factors, brand experience contributes the least portion to this influence, while two others have similar impact. Another important finding is brand experience strongly affects on brand personality, which means that customers can find out the own characteristics of a brand thanks to the experiences of sensing, acting, thinking activities related to that brand. Thanks to the final result, the author has given some recommendations for hotel marketer in Vietnam as well as further researches in this field. During the research period, some limitations have been also pointed out.