Effect of Brand Relationship Factors on Satisfaction, Word-of-Mouth, and Intention to Visit: Exploratory Study in the Tourism and Lodging Industry

This qualitative chapter aims to explore the factors influencing the customer–brand relationship in the Moroccan lodging industry. Consumer–brand relationship is a critical aspect of the lodging industry as it can have a significant impact on the success of the business. To understand the factors that influence this relationship, we conducted a narrative review of existing literature. Our review revealed that consumer–brand relationship is influenced by two-way communication, emotional exchange, satisfaction of customers, word-of-mouth, and behavioral intention. To contextualize these findings, we conducted semi-structured interviews with Moroccan experts in the lodging industry. The interviews allowed us to gain a deeper understanding of the factors that influence consumer–brand relationship in the Moroccan context. The findings of the interviews revealed additional key factors that were not identified in the literature review. These factors include emotional attachment, electronic word-of-mouth, and opportunism.