Wellness and Wonder: How Service Attributes Inspire Brand Love through Customer Well-Being?

Abstract

The hospitality industry, in recent years, has witnessed significant market competition, making it imperative for the businesses to focus on enhancing customer experience to craft brand love. The current study investigated the impact of tangible and intangible service attributes on brand love through the mediating role of customer well-being in the hospitality industry of Pakistan. The study adopted the “Brand Resonance Model” as a primary path to investigate the role of service attributes in creating customer well-being and consequently, love for the brands in the hospitality industry of Pakistan. Data was collected through a self-administered questionnaire from a total of 480 respondents randomly, who often visit four-star and five-star hotels in Pakistan. The study used structural equation modelling utilizing Smart PLS 4.0 to test the hypothesized relationships. The findings suggest that the tangible and intangible service attributes have a positive impact on customer well-being. A significantly positive impact was observed for customer well-being on brand love. Moreover, there is a mediating impact of customer well-being on the relationship between service attributes and brand love which indicates the importance of customer well-being while creating passionate feelings of the consumers for brands in the hospitality industry. The study results are significant for the hotel industry in Pakistan and businesses should prioritize improving the service attributes and customer well-being strategies as they play important role in crafting love for their brands.

Keywords: Service Attributes, Well-being, Brand Love, Hospitality.