The role of brand credibility and brand experience in post-consumption outcomes of hotel choice among Malaysian Muslim consumers / Nadzirah Rosli

Nadzirah , Rosli (2020) The role of brand credibility and brand experience in post-consumption outcomes of hotel choice among Malaysian Muslim consumers / Nadzirah Rosli. PhD thesis, Universiti Malaya.

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      Abstract

      This research investigates the importance of hotel attributes in examining Malaysian Muslim tourists' hotel choice. Based on the mean-end chain theory, it explores the relationship among nine constructs; hotel attributes, brand credibility, brand experience, brand attachment and post-consumption outcomes which consisted of satisfaction, revisit intention and word-of-mouth, as well as travel motivation and Islamic religiosity. A total of 474 valid and usable self-administered questionnaires were collected through purposive sampling technique. Partial Least Squares Structural Equation Modelling (PLS-SEM) approach was deployed to validate the research model and the research hypotheses. The result indicates that brand experience fully mediates the relationship between hotel attributes and brand attachment. Hotel attributes was found to influence brand credibility and brand experience. On the other hand, brand experience was found to influence brand attachment and brand credibility. Likewise, brand credibility was found to influence satisfaction and revisit intention. In addition, brand attachment was found to influence satisfaction, revisit intention, and word-of-mouth. The findings also found that travel motivation moderates the relationship between brand attachment and post-consumption outcomes (i.e. satisfaction, revisit intention and word-of-mouth). The result offers implications for hotelier and direction for future research.

      Item Type: Thesis (PhD)
      Additional Information: Thesis (PhD) – Faculty of Business and Economics, Universiti Malaya, 2020.
      Uncontrolled Keywords: Hotel; Muslim consumer; Influence satisfaction; Brand credibility; Perception
      Subjects: H Social Sciences > HD Industries. Land use. Labor
      Divisions: Faculty of Business and Accountancy > Dept of Marketing
      Depositing User: Mr Mohd Safri Tahir
      Date Deposited: 26 Jul 2023 06:56
      Last Modified: 26 Jul 2023 06:56
      URI: http://studentsrepo.um.edu.my/id/eprint/14663

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