STRENGTHENING E-BRAND EQUITY IN THREE-STAR HOTELS IN MALAYSIA: THE ROLE OF E-CRM AND E-BRAND EXPERIENCE
DOI:
https://doi.org/10.35631/AIJBES.828027Keywords:
E-Brand Equity, E-Brand Experience, E-Customer Relationship ManagementAbstract
This study examines the development of electronic brand equity (EBE) through the integration of electronic customer relationship management (e-CRM) and e-brand experience in Malaysia’s three-star hotel industry. Amid growing digital competition and post-pandemic recovery challenges, many hotels encounter challenges in maintaining brand equity online. Using a quantitative approach with a total of 251 valid responses were collected and analysed to test the hypothesized relationships through Partial Least Squares Structural Equation Modeling (PLS-SEM). The study found that e-CRM positively impacts e-brand experience but has an exerts a negative direct effect on e-brand equity. Importantly, e-brand experience plays a mediating role, serves as a mediating mechanism that translates digital interactions into enhanced e-brand equity outcomes. Theoretically, study contributes to and extends the literature on e-brand equity by incorporating e-CRM as antecedent and e-brand experience as a mediating mechanism, thus offering an enriched conceptual framework for hospitality branding. Methodologically, the study demonstrates the value of PLS-SEM in capturing complex relationships among multiple constructs. Moreover, the findings offer practical insights for hoteliers aiming to improve brand equity and competitiveness through strategic digital engagement.
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