THE EFFECT OF BRAND EXPERIENCE ON THE BRAND LOYALTY OF DINERS TO SMART HOTELS IN CHINA
DOI:
https://doi.org/10.61841/qrgcge56Keywords:
Brand Loyalty, Smart Hotels, Artificial Intelligence (AI), Customer Satisfaction, Brand Experience.Abstract
The hotel industry remains highly competitive in the current unpredictable and globally interconnected economy. In an attempt to get a competitive advantage, hotels could consider using a novel branding strategy. How the hotel industry intends to integrate brand experience into its marketing strategies is a topic of much interest. Acknowledging the impact of the brand experience on customer retention, loyalty, and overall efficiency of hotels is essential as smart technologies enter the hospitality industry. In a quantitative study, 649 people from different parts of China were questioned. To improve hotel performance measures like room occupancy and profitability, smart hotels must provide great customer service by boosting customer satisfaction and loyalty. The research that has been conducted on the subject indicates that smart technologies will only be able to gain popularity if they are user-friendly, if they guarantee the safety of users' data and if they are capable of providing experiences that are tailored to each individual's tastes. The findings of the study brought attention to a number of difficulties, including problems with smart devices and the inability to meet the individual needs of some customers. The success of smart hotels in the future depends on how well they can improve the experience of their guests. Responding to informed customer input by keeping an ear to the ground could be important in reaching this objective which includes essentials like value, excellent service delivery and sustainability. Research conducted in Chinese businesses sheds insight into brand loyalty of diners and enhance the existing body of information about smart hotels. Hotel management may improve both the guest experience and the hotel's bottom line by using smart branding tactics and implementing suggested technological upgrades.
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