The role of mediator variables in the relationship between service quality, brand identification and brand loyalty of boutique hotels in Bangkok
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Abstract
The purpose of this study was to investigate the mediating role of emotional commitment in the relationship between service quality, brand identification, and brand loyalty among Thai tourists who made boutique hotel bookings under the Rao Tiew Duay Kan co-payment scheme during the COVID-19 pandemic. The population and sample consisted of 260 Thai tourists who had made such bookings. The data was collected through purposive sampling and analyzed using the Partial Least Squares approach to Structural Equation Modeling (SEM) with IBM SPSS AMOS version 26 software. The data analysis included descriptive statistics, such as frequency, percentage, mean, and standard deviation, and inferential statistics, including the Ordinary Least Squares method and the bootstrapping technique in SEM. The results revealed that emotional commitment served as a mediator between service quality, brand identification, and brand loyalty among Thai tourists who made boutique hotel bookings under the Rao Tiew Duay Kan co-payment scheme during the COVID-19 pandemic.
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