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 (Gómez-Suárez. 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.