Effect of Luxury Service Excellence on Consumer Behaviour and Brand Love in Saudi Arabia

Abstract

This study sought to investigate the impact of luxury service excellence on consumer behaviour and brand love within Saudi Arabia through a case study of the Saudi hotels. To investigate this aim, the core study objectives sought to determine the correlation between service excellence and brand love in the luxury hotel segment, perceived image and brand love, effect of service excellence on consumer loyalty, service excellence and brand love and trust, and the impact of the perceived image of a luxury hotel brand on customer satisfaction and brand loyalty. The study used a deductive study approach based on the positivism research philosophy, thus implying that a quantitative design was used for investigating the research questions. An online survey was used made up of research questionnaires to collect the data. A study population of 250 guests to luxury hotel brands helped to collect the data. For the data analysis, the SPSS V22 was used. The data analysis was done in three major stages: descriptive statistics, inferential statistics, and parametric analysis, including ANOVA and t-tests. The study established that excellent services offered by luxury hotels enhance customer loyalty. It also found that luxury hotel brands’ service excellence evokes brand trust and love. Concomitantly, perceived brand image and love result in customer satisfaction and loyalty. Also, the study established a positive correlation between customer satisfaction and brand love and trust. Luxury hotel managers should use these findings to customise their services and ensure customer loyalty and satisfaction for their brands. Further implications are provided in the conclusions and implications section.