Assessing the Impact of Brand Equity and Customer Experience on Brand Loyalty in the United Arab Emirates Hotel Industry
Mohammed T. Nuseir
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.