Abstract
The competition in hotel industry is as fierce as ever due to the development of global chain hotels, independent hotels, and new forms of accommodation available in market. Understanding the effect of hotel loyalty program` perceived values is essential as a powerful tool for global chain hotels to retain and acquire loyal guests in the long term. Yet, the brand relationship quality formation by loyalty program` perceived values has not been sufficiently explored. This research aimed not only to identify the influence of hotel loyalty program` perceived values on brand relationship quality but also examine its difference by the membership level. The results revealed that perceived values of hotel loyalty program positively influence the formation of satisfaction and trust, and the greatest impact comes from benefit value. And commitment is positively influenced by convenience and psychology values. The moderating effect by membership level is only found between the hotel loyalty program
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