Positive and negative switching barriers: promoting hotel customer citizenship behaviour through brand attachment
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 16 June 2022
Issue publication date: 21 October 2022
Abstract
Purpose
This study aims to develop and test a theoretical model postulating that a hotel customer’s brand attachment is reinforced by positive and negative switching barriers, which, in turn, determine customer citizenship behaviour (CCB) towards hotel brands.
Design/methodology/approach
Surveys were conducted and completed by 233 respondents in the USA who had favourite hotel brands and used these brands in the previous year. A framework was developed based on the literature, and eight hypotheses were tested using structural equation modelling.
Findings
The findings suggest that a customer’s brand attachment (brand-self connection and brand prominence) to a hotel is strengthened not only by relational benefits (positive switching barriers) but also by switching costs (negative switching barriers). Brand prominence can promote CCB, whereas the impact of brand-self connection on CCB is rather limited.
Research limitations/implications
This study highlights the importance of affirmative and passive reasons for customers to remain in a relationship with the hotel brand and how sub-dimensions of switching barriers are interrelated to predict a customer’s attitude and behaviour to the brand. By emphasising the role of customers’ hotel brand attachment, this study also ascertains that cognitive and affective bonds towards a hotel brand can be significant antecedents to their extra-role behaviours.
Originality/value
This research contributes to the hospitality literature by expanding the realm of consumer behaviour research on switching barriers, brand attachment and CCB.
Keywords
Citation
Lee, C.-H. and Kim, H.-R. (2022), "Positive and negative switching barriers: promoting hotel customer citizenship behaviour through brand attachment", International Journal of Contemporary Hospitality Management, Vol. 34 No. 11, pp. 4288-4311. https://doi.org/10.1108/IJCHM-10-2021-1280
Publisher
:Emerald Publishing Limited
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