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Time: 4.00pm - 5.00pm
Dr Rafael Bravo is Senior Lecturer at Universidad de Zaragoza. He holds a PhD since 2006 and his main research interest are focused on consumer research and brand management. He has participated in different research projects, and nowadays he is focusing on the study of consumer engagement in services. He has published chapters in books, working papers and conference proceedings, and he is a frequent reviewer in many journals and chair in conferences. His work has been recently published in journals such as International Journal of Contemporary Hospitality Management, International Journal of Tourism Research, Journal of Hospitality and Tourism Technology and International Journal of Hospitality Management.
Dr José M. Pina holds the position of Senior Lecturer at the University of Zaragoza (Spain), where he obtained his PhD in 2006. He has co-authored numerous journals articles, conference proceedings and book contributions on different branding topics such as brand extensions, brand alliances, brand image, brand equity and customer engagement. His recent publications can be found in these journals: International Journal of Contemporary Hospitality Management, International Journal of Tourism Research, Journal of Hospitality and Tourism Technology and International Journal of Hospitality Management.
Customer experiences and behaviours towards hotels. Loyalty and beyond
Scholars and practitioners alike are interested in studying the mechanisms that affect customers' behaviours in the tourism industry, which is a strategic sector in many countries and subject to serious challenges in recent years. From an academic viewpoint, this session aims to give some insights into how certain hotel actions may impact customers' perceptions and emotions which in turn, foster positive behaviours beyond purchase. Specifically, two manuscripts will be presented that focus on (1) the interaction between customer experience in a particular hotel and customer behaviours towards the hotel chain and (2) the effects of gamified loyalty programmes on customer engagement towards the hotel. By leaning on the results obtained through partial least squares and experimentation, these manuscripts will allow us to understand the key role of factors such as emotions or perceived value to link customers' perceptions and a number of customer outcomes beyond loyalty.
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Contact: Dr Ceyda Paydas Turan
Dr Ceyda Paydas Turan