Title: The influences of hotel employees' service innovativeness on brand image and loyalty

Authors: Wen-Jung Chen

Addresses: Hospitality Management Department, Hungkuo Delin University of Technology, No. 1, Lane 380, Qingyun Rd., Tucheng Dist., New Taipei City, 236, Taiwan

Abstract: As tourism is being globalised, the hotel industry in Taiwan faces more and more challenges from competitors. How to shape the differentiated brand to consolidate tourist loyalty is the purpose of the study. This study selected the customers who stayed in hotels in Taiwan within two years as the subjects, and found that service innovativeness perception and brand familiarity significantly affect and closely interact with brand image, and the service innovativeness perception can enhance brand loyalty through brand image. The contribution of this study lies in integration of the concepts of service innovativeness and brand strategy from the perspective of tourists. Moreover, this study suggested that the hoteliers strengthen customers' perception on innovativeness and familiarity with the hotel through marketing, promotion as well as questionnaire to enhance customers' loyalty to the hotel.

Keywords: service innovativeness; hotel brand; customer loyalty; brand image; hotel service.

DOI: 10.1504/IJSOM.2024.138932

International Journal of Services and Operations Management, 2024 Vol.48 No.2, pp.176 - 191

Received: 15 Nov 2021
Accepted: 12 Mar 2022
Published online: 04 Jun 2024 *

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