Research On The Impact Of High Stars Hotel Brand Trust Upon The Brand Loyalty

With the fierce market competition,China has entered the era of brand economy from the product economy.Enterprises have gradually beginning to realize the importance of brand so that they regard the brand as their core competitiveness.The research of brand loyalty has been the long-term concern of scholars as an important dimension to measure the value of corporate brand.At the same time the trust is one of the key factors to influence customer brand loyalty as the brand relationship marketing research in the important variables,it also has attracted much attention in recent years.Brand is not only the symbol of the hotel,but also the important intangible assets for high stars hotel.In addition,as a special service industry,the hotel brand trust is different from other industries.How to enhance customer brand loyalty through establishing brand trust of high stars hotel,so that consumers remain long-term preference on the brand of the high stars hotel is the ultimate goal of this research.Based on the existing researches,it makes the influence of brand trust on brand loyalty as the breakthrough point,takes the high stars hotel as the research object,discusses the influence of the hotel brand trust on the brand loyalty.The research build the model of brand trust of high stars hotel upon brand loyalty with reference to the existing research and expert advice,combined with the characteristics of high star hotel.Through the analysis of SPSS20.0 and AMOS17.0 software,it can be draw the following conclusions:Firstly,the brand trust of high stars hotel contained three main factors:"brand quality trust","brand competence trust" and "brand honest and kind trust";the brand loyalty of high stars hotel is mainly reflected in the two aspects which called "brand attitude loyalty" and"brand behavioral loyalty".Secondly,in the three major components of the brand trust of high stars hotel,the brand quality trust,the brand competence trust and the brand honest and kind trust also have significant positive influence on brand attitude loyalty and brand behavior loyalty,the six hypotheses are supported.Thirdly,in the influence of dimensions of the brand trust of high stars hotel upon brand attitudinal loyalty,the brand honest and kind trust have the greatest impact on the brand attitude loyalty,brand quality trust follows,the impact of brand competence trust is minimal.In the influence of dimensions of the brand trust of high stars hotel upon brand behavioral loyalty,the brand honest and kind trust have the greatest impact on the brand behavioral loyalty,brand quality trust follows,the impact of brand competence trust is minimal.Finally,according to the results of the research,this paper puts forward suggestions on how to improve the brand trust and promote customer brand loyalty of high stars hotel.