Build Loyalty and Attachment to the Hotel Brand in the Transition Period from Coronavirus through Reward Systems

The impact of the corona virus is changing every day as the number of cases and mortality continues to rise and governments and companies around the world are taking steps to eradicate the disease. Corona virus is a major challenge for the hotel industry and retaining customers and generating revenue. Because it affects both the data and the ability to predict the future. Therefore, hotels must strive to maintain the loyalty of their customers. Based on the basic tenets of theories of justice, the Fairness Perception Scale has been developed for reward programs. This scale includes two sub-categories: value-based fairness and relationship-based fairness; Which corresponds to distributive and interactive justice. The present study seeks to establish brand loyalty through reward systems with a mediating role of brand commitment in 5 star international hotels in Shiraz. The research method was descriptive survey. The research questionnaire was distributed among 385 people from the statistical population who are all customers of 5-star international hotels in Shiraz. The standard questionnaire of Huang et al. (2019) was used to measure the research variables. The reliability of the questionnaire is 0.901. To answer the questions and test the research hypotheses with Smart-PLS software, the method of structural equation analysis and path analysis using partial least squares (PLS) method was used. The results showed that value-based fairness has a significant effect on brand commitment and brand loyalty of 5-star international hotels in Shiraz. The results confirm the significant effect of fairness based on relationship on brand attachment and brand loyalty to 5 star international hotels in Shiraz. The results also show that brand attachment has a significant effect on brand loyalty to 5 star international hotels in Shiraz.

Keywords:

Coronavirus , Reward systems , Brand attachment , Brand loyalty