This study unravels the dynamic and contingency mechanism between service experience and customer engagement with luxury hotel brands by investigating a multi-step model linking these two variables, in which emotional attachment and relational quality constructs (i.e., brand satisfaction, brand trust, and brand commitment) act as a bridge, while customer involvement acts as a moderator. Based on a self-administered survey dataset of 249 international tourists who are customers of luxury hotel brands, partial least square structural equation modeling (PLS-SEM) is used to test the hypotheses. The results indicate that all proposed hypotheses are supported. As such, this study discovers and clarifies the nature and dynamic mechanism underpinning the co-creation and reciprocation process of customer engagement with luxury hotels. In particular, the positive service experience is found to contribute to customer engagement via emotional attachment and relational marketing. Furthermore, the moderating role of customer involvement in the luxury hotel setting is confirmed.

本研究通过调查连接这两个变量的多步骤模型，揭示了服务体验和客户与豪华酒店品牌互动之间的动态和权变机制，其中情感依恋和关系质量构建（即品牌满意度、品牌信任和品牌承诺） ) 充当桥梁，而客户参与充当调解人。基于 249 名豪华酒店品牌客户的国际游客的自我管理调查数据集，使用偏最小二乘结构方程模型 (PLS-SEM) 来检验假设。结果表明所有提出的假设都得到支持。因此，本研究发现并阐明了支持客户与豪华酒店互动的共同创造和互惠过程的本质和动态机制。特别是，发现积极的服务体验有助于通过情感依恋和关系营销促进客户参与。此外，客户参与在豪华酒店环境中的调节作用得到证实。