Analyzing the Complex and Dynamic Nature of Brand Loyalty in the Hotel Industry

This study examines the complex dimensionality of brand loyalty, including its attitudinal and behavioral components. Brand loyalty is proposed to consist of a single dimension of behavioral loyalty and a second-order hierarchical attitudinal loyalty, including the subdimensions of cognitive loyalty, affective loyalty, and conative loyalty. This study also proposes that service quality, perceived value, customer satisfaction, and brand image are important determinants of brand loyalty. The results, drawn from sample three-star and four-star hotels, show that attitudinal loyalty is a first-order hierarchical factor consisting of cognitive loyalty, affective loyalty, and conative loyalty indicators rather than a second-order hierarchical factor. The results also indicate that service quality, perceived value, and customer satisfaction are antecedents that directly affect attitudinal loyalty. Rather than directly affecting loyalty, brand image plays a role in strengthening these three loyalty determinants.