Purpose

This study aims to develop and test a theoretical model postulating that a hotel customer’s brand attachment is reinforced by positive and negative switching barriers, which, in turn, determine customer citizenship behaviour (CCB) towards hotel brands.

Design/methodology/approach

Surveys were conducted and completed by 233 respondents in the USA who had favourite hotel brands and used these brands in the previous year. A framework was developed based on the literature, and eight hypotheses were tested using structural equation modelling.

Findings

The findings suggest that a customer’s brand attachment (brand-self connection and brand prominence) to a hotel is strengthened not only by relational benefits (positive switching barriers) but also by switching costs (negative switching barriers). Brand prominence can promote CCB, whereas the impact of brand-self connection on CCB is rather limited.

Research limitations/implications

This study highlights the importance of affirmative and passive reasons for customers to remain in a relationship with the hotel brand and how sub-dimensions of switching barriers are interrelated to predict a customer’s attitude and behaviour to the brand. By emphasising the role of customers’ hotel brand attachment, this study also ascertains that cognitive and affective bonds towards a hotel brand can be significant antecedents to their extra-role behaviours.

Originality/value

This research contributes to the hospitality literature by expanding the realm of consumer behaviour research on switching barriers, brand attachment and CCB.

中文翻译：

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正负转换壁垒：通过品牌依恋促进酒店客户公民行为

目的

本研究旨在开发和测试一个理论模型，该模型假设酒店客户的品牌依恋通过正负转换障碍得到加强，这反过来又决定了客户对酒店品牌的公民行为 (CCB)。

设计/方法/方法

调查由美国 233 名受访者进行并完成，他们在上一年拥有最喜欢的酒店品牌并使用过这些品牌。基于文献开发了一个框架，并使用结构方程模型测试了八个假设。

发现

研究结果表明，客户对酒店的品牌依恋（品牌自我联系和品牌知名度）不仅通过关系收益（正转换障碍）而且通过转换成本（负转换障碍）得到加强。品牌知名度可以促进建行，而品牌自我关联对建行的影响则比较有限。

研究限制/影响

本研究强调了客户保持与酒店品牌关系的积极和消极原因的重要性，以及转换障碍的子维度如何相互关联以预测客户对品牌的态度和行为。通过强调客户对酒店品牌依恋的作用，本研究还确定了对酒店品牌的认知和情感纽带可能是他们角色外行为的重要前因。

原创性/价值

这项研究通过扩大消费者行为研究领域关于转换障碍、品牌依恋和 CCB 的方式为酒店文学做出了贡献。