Purpose

The purpose of this study is to propose and develop an antecedent model from star hotel employee viewpoint and a consequence model for star hotel customers’ evaluation of the brand equity development process.

Design/methodology/approach

In terms of the study setting, structural equation modelling was conducted. Study 1 used the views of 323 star hotels’ employees on the mutual relationships among employee-based brand equity, and Study 2 used 516 star hotels’ customer perspectives concerning the mutual relationships among customer-based brand equity.

Findings

In the antecedent model of Study 1 from an employee viewpoint, service quality is a foundational attribute of the indirect influences of brand equity development through brand promise, values and message. A moderating role of brand identity is also found. In the consequence model of Study 2 from the perspective of customers’ evaluation, mutual relationships of brand equity are identified, and social interactions are established that enhance the positive relationships among the different critical attributes of brand equity.

Originality/value

Although numerous hotel branding studies have identified the consequences of hotels for employees, few have simultaneously considered employees and customer feedback in terms of star hotel branding. This research considers the bidirectional effects of such a comprehensive perspective.

中文翻译：

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从员工和顾客的角度发现酒店品牌发展的前因和输出关系

目的

本研究的目的是从星级酒店员工的角度提出并开发一个前因模型和一个星级酒店顾客对品牌资产发展过程评价的后果模型。

设计/方法论/途径

在研究设置方面，进行了结构方程建模。研究1使用了323家星级酒店员工对基于员工的品牌资产之间相互关系的看法，研究2使用了516家星级酒店的客户视角对于基于客户的品牌资产之间的相互关系。

发现

在研究1的前因模型中，从员工的角度来看，服务质量是通过品牌承诺、价值观和信息间接影响品牌资产发展的基本属性。还发现了品牌形象的调节作用。在研究2的后果模型中，从顾客评价的角度，识别了品牌资产的相互关系，并建立了社会互动，增强了品牌资产不同关键属性之间的正向关系。

原创性/价值

尽管大量的酒店品牌研究已经确定了酒店对员工的影响，但很少有人在星级酒店品牌方面同时考虑员工和客户的反馈。本研究考虑了这种综合视角的双向影响。