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Positive and negative switching barriers: promoting hotel customer citizenship behaviour through brand attachment

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posted on 2023-08-30, 20:16 authored by Chang-Hun Lee, Hye-Rhim Kim
Purpose: This study aims to develop and test a theoretical model postulating that a hotel customer’s brand attachment is reinforced by positive and negative switching barriers, which, in turn, determine customer citizenship behaviour (CCB) towards hotel brands. Design/methodology/approach: Surveys were conducted and completed by 233 respondents in the USA who had favourite hotel brands and used these brands in the previous year. A framework was developed based on the literature, and eight hypotheses were tested using structural equation modelling. Findings: The findings suggest that a customer’s brand attachment (brand-self connection and brand prominence) to a hotel is strengthened not only by relational benefits (positive switching barriers) but also by switching costs (negative switching barriers). Brand prominence can promote CCB, whereas the impact of brand-self connection on CCB is rather limited. Research limitations/implications: This study highlights the importance of affirmative and passive reasons for customers to remain in a relationship with the hotel brand and how sub-dimensions of switching barriers are interrelated to predict a customer’s attitude and behaviour to the brand. By emphasising the role of customers’ hotel brand attachment, this study also ascertains that cognitive and affective bonds towards a hotel brand can be significant antecedents to their extra-role behaviours. Originality/value This research contributes to the hospitality literature by expanding the realm of consumer behaviour research on switching barriers, brand attachment and CCB.

History

Publication title

International Journal of Contemporary Hospitality Management

ISSN

0959-6119

Publisher

Emerald

File version

  • Accepted version

Language

  • eng

Legacy posted date

2022-10-11

Legacy creation date

2022-10-11

Legacy Faculty/School/Department

Faculty of Business & Law

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