The effect of employee based brand equity on customer experience in multinational chain hotels
Zhang J. Filimonau V. Tlemissov U.
2024SAGE Publications Inc.
Tourism and Hospitality Research
2024
Employees in branded hotels can be more satisfied and better perform at work if they appreciate brand value, thus showcasing employee based brand equity. By interacting with hotel guests, employees can transfer some of this brand value onto customers and affect their experience. The interlinkages between employee based brand equity and customer experience are however under-explored. By surveying employees (n = 335) and customers (n = 332) of a renowned multinational hotel chain, this study demonstrates that employee based brand equity exerts significant effect on customer experience. The results suggest that hotel managers should better recognise the key role of employees as brand ambassadors.
Brand equity , customer experience , employee perception , human resources management , multinational hotel chain
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Management Sciences and Marketing (MSM) Alliance Manchester Business School, The University of Manchester, Manchester, United Kingdom
School of Hospitality and Tourism Management, University of Surrey, Guildford, United Kingdom
Faculty of Management and Education, Shakarim University, Semey, Kazakhstan
Management Sciences and Marketing (MSM) Alliance Manchester Business School
School of Hospitality and Tourism Management
Faculty of Management and Education
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