Title: Assessing the impact of brand equity and customer experience on brand loyalty in the United Arab Emirates' hotel industry

Authors: Mohammed T. Nuseir

Addresses: Department of Business Administration, College of Business, Al Ain University, Abu Dhabi, UAE

Abstract: Contributing to the existing literature regarding the hotel industry of the United Arab Emirates, this research study aimed to assess the impact of brand equity and the quality of customer experience on brand loyalty. In particular, the study examined the relationship between brand equity and the quality of customers' experiences with some of the prominent players in the hotel industry of the United Arab Emirates. The sample for the study included a total of 694 participants. Five hotel chains were included in the data collection: Atlantis, The Palm, Movenpick Hotel, Sheraton Hotel, Crowne Plaza Hotel, and Hotel Ibis. Study findings revealed a significant impact of the brand equity and customer experience on the development of brand loyalty among consumers.

Keywords: brand equity; brand loyalty; customer experience; hotel industry; increasing business competition; United Arab Emirates.

DOI: 10.1504/IJBEX.2021.119753

International Journal of Business Excellence, 2021 Vol.25 No.4, pp.459 - 473

Received: 20 May 2019
Accepted: 07 Sep 2019
Published online: 20 Dec 2021 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article