Guan, Jingjing; Wang, Wanfei; Guo, Zhigang; Chan, Jin Hooi - In: International Journal of Contemporary Hospitality Management 33 (2021) 5, pp. 1620-1645
Purpose: This study aims to propose a comprehensive causal model to examine the relationships between customer experience and four key factors in brand building, i.e., brand loyalty, brand trust, brand affect and brand involvement. The dimensionality of customer experience in full-service hotel...