International Journal of Tourism and Hotel Management
2021, Vol. 3, Issue 1, Part A
The antecedents and outcomes of brand relationship quality and customer engagement
Nowadays, hotels need further efforts to grow new streams of income as rivalry is penetrating and new visitors are difficult to confirm at a mature phrase. It is vital for hotel managers to recognize additional customer engagement with brand, to recognize what the antecedents of these kind of engagements are, and to distinguish what consequences they are able to achieve from customer engagement. The study aimed to investigate the background and result of brand relationship quality and customer engagement at hotels industry in the Northern of Iraq. Quantitative Research is used in the current study. Quantitative Research is conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population. According to the ministry of tourism, 3 million people visited Erbil on 2018. The authors have used online sample calculator to measure sample size, according to that 400 questionnaires were distributed, but the author received 353 valid questionnaires. The authors applied a simple regression analysis to measure research hypotheses. The findings revealed Hotel stay related membership benefits of loyalty program positively influence Brand relationship quality. In contrast, the lowest value was for second hypothesis which stated that Non-Hotel stay related membership benefits of loyalty program positively influence customer engagement.