Service Quality and Brand Experience as Factors Affecting Repurchase Intention through Word of Mouth in a Mexican Hotel Chain during the Pandemic Covid-19

Abstract

Prior empirical research suggests that guests visiting a hotel chain during the Covid-19 pandemic are susceptible to have future behavioral intentions such as repurchase intention provided that they perceived a high service quality from the hotel chain While service quality is important also the paper discuss the relevance of brand experience define by Brakus et al 2009 Meyer Schwager 2007 as consumers internal subjective and behavioral responses induced at different levels of interaction both direct and indirect with brand-related stimuli and repurchase intention through word of mouth We develop a conceptual model base on prior research G mez-Su rez and Veloso 2020 Prabowo Astuti and Respati 2020 A quantitative research method was used 351 useful questionnaires were obtained from three different locations of the Mexican Hotel Chain located in the Pacific Coast during the pandemic Our results provide confirmation that positive evaluations of the service quality and a favorable brand experience increases behavioral intentions such as repurchase intention through word of mouth