Investigating factors that influence customers satisfaction and brand success. m (1)

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Investigating Factors That Influence Customers Satisfaction on Brand Success- A Case Study Of The Tourism Industry Of The UK. Chapter Two: Literature Review 2.1 Introduction In the United Kingdom, the tourism sector plays a crucial role in the economy. According to the travel and tourism economic impact (2022), the UK's travel and tourism industry is expected to grow at a 3% rate between the year 2022 to 2032. In addition, the article state that with this growth, approximately 3.3 million employment opportunities will be available in the country (WTTC, 2020). The increased popularity of the UK's tourist destination is a significant factor contributing to the growth of the tourism sector. The UK is known for its rich cultural heritage, natural beauty, and historical landmark. Some famous tourist attractions include Buckingham Palace, The Tower of London, The British Museum, the Lake District, and the Yorkshire Dales National Park, among many others (Childs, 2022). These attractions attract tourists from all over the world, both domestic and international contributing to the oval success of the tourism industry. Other factors such as increased disposable income, technological advancement, and easy accessibility through infrastructure development have made travel more convenient leading to tourism growth in the UK. The tourism industry's success only partially depends on the initiative of the public but also the government. According to Jones (2022), the UK government has established numerous tourism bodies to help with supporting and promoting the industry. For example, VisitBritain is responsible for local and international marketing (Jones, 2022). The government, just like the tourism bodies, also has a role to play in promoting and succeeding the tourism industry. Based on research by Khalid et al. (2021), the sector's growth is primarily because the government

supported and created favorable policies. The government's policies directly influence the development of infrastructure, advertising approaches, and taxation. With thoughtfully crafted regulations, the government creates an atmosphere conducive to tourism expansion while managing potential obstacles. To make travel for visitors simpler and more accessible, the UK government regularly examines and changes its visa requirements E-visas and simplified visa procedures can make it easier for foreign tourists to enter. The growth of the tourism sector also leads to the growth of other sectors. For instance, tourism increases the demand for specific goods and services, inspires infrastructural growth, and leads to developing areas in the country by creating business and employment opportunities (Manzoor et al., 2019). Hence businesses in the tourism sector need to have a deeper understanding of the factors that influence customer satisfaction as it is directly associated with their success. This literature review focuses on identifying the factors influencing customer satisfaction and how they affect brand success in the UK's tourism industry. The research investigation will investigate diverse concepts and frameworks associated with consumer satisfaction and the specific elements relevant to the travel and tourism sector. The objective is to have a more comprehensive knowledge of how customer satisfaction can be attained and its role in the success of brand performance in the travel sector. Through this review, the research seeks to offer valuable insights and recommendations that will enable tourism organizations to fulfil their customers' expectations better and thus improve their brand performance. 2.1. Customer Satisfaction Customer satisfaction is an important aspect in the tourism industry, understanding its significance is essential for a business to prosperity. Consumer happiness holds great significance as it affects purchasing decisions and brand loyalty. An evaluation of the apparent

discrepancy between prior desires and the true manifestation of the item is what is meant by customer satisfaction. According to Supriyanto et al. (2021), when the service you provide to the customer is of high quality, they will tend to be loyal to your service since it cannot be compared to others. Customer happiness with an organization's goods and services is the most important aspect of reality and success. Customer loyalty is a key performance indicator (Almohaimmeed, 2019). You were directed that customer valuation on quality and satisfaction affects customer loyalty. The consumer's response to contentment and satisfaction levels is demonstrated through the cost at which the service is provided. For instance, overcharging a low-quality service will result in them running away from your service and looking for another service producer with fair price charges Ahmed et al. (2023). According to today's business environment, a specialist organization's ability to provide high satisfaction is essential for distinguishing products and building strong client relationships. A specialized media distribution company is loyal to its clients because of customer loyalty. Previous studies have found that customer happiness can help brands create enduring and advantageous customer relationships. Being satisfied is a dynamic, shifting goal that may take longer because of various factors. Depending on what stage of the usage or experience cycle one focuses on, satisfaction can play a significant role, especially when using a product or service over an extended period. Customer satisfaction is also necessary for integrating customer service skills into the promotional strategy and ensuring the gratification of the organization. Typically, the quality of service, a brand's offer, and its value determine consumer satisfaction at this point. As indicated by Tien, N.H et al. (2021), the competition in the market is high, and this has caused the service provider to upgrade their services to win the customer's hearts. As Kamalaldin et al. (2020) suggested, customer relationship is also important. It has been the main problem experienced by

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many companies because when customers consider the product's significance and invest time in gathering information, their level of satisfaction increases. This fulfillment may result in repurchases, the purchase of additional items, positive word-of-mouth, and the customer's capacity to pay more for the specific brand. Any business will likely sacrifice a portion of its pastries, customers, and speculators to avoid serving its customers as professionally as its competitors. The five tiers of consumer satisfaction are “very dissatisfied,” “relatively dissatisfied,” “relatively satisfied,” and “very satisfied.” As argued by Ali et al. (2021), customer satisfaction is important as it is used to measure the probability between the company's product and the belief of the customer. Customer satisfaction has increased as consumers adopt essential criteria to satisfy their needs. According to Khalid et al. (2020), factors such as innovation, prices, discomfort, and insecurity may motivate consumers to adopt and move to another service producer. On the other hand, poor customer service results in lower customer satisfaction than anticipated. There are two approaches to enhancing corporate customer service. First, increasing consumer loyalty, and second, efficiently meeting customer demand by increasing prices. Regarding the restaurant industry, a customer's evaluation of a restaurant ultimately depends on their subjective and total sentiments of satisfaction. When consumers compare the quality of cuisine and service against the money they spend, the intellectual components may be the most important factor. In contrast, the entire range of emotions is considered by clients when they ascertain the favor of delight and the concept of personal attainment. 2.3. Customer Loyalty

2.3.1. The connection between Customer Satisfaction and Loyalty Customer satisfaction can be viewed as a quality evaluation between previous impressions and service experience. A positive evaluation of the product or service the customer acquires is also a significant incentive to maintain an affiliation with a company's business or products and a crucial pillar of customer loyalty. Satisfied customers are also more likely to return, reduce their price aversion, and generate positive word-of-mouth and repeat business ( Almohaimmeed, 2019 ). Focusing on client fulfillment and devotion is essential for business growth and profitability. Satisfaction does not instantaneously contribute to allegiance; it is a gradual process. Steps can be described as customers experiencing numerous phases, such as awareness, discovery, extension, and commitment... consumer loyalty is a consequence of consumer satisfaction. Customer satisfaction leads to customer loyalty, as satisfaction reaches a certain threshold and customer loyalty promptly declines if satisfaction falls below that threshold. Extremely satisfied consumers appear to be more reliable than average customers. In general, it is evident that customer service and customer loyalty are significantly correlated. Customer satisfaction adds to increased revenue and earnings. 2.4. Factors influencing Customer Satisfaction Food has a significant impact on consumer loyalty and satisfaction. As indicated Gopi and Samat (2020) rather than the physical environment and service quality, culinary quality is one of the most significant indexes of client retention and happiness, despite the fact that only 17% of customers have recurring expectations. It is anticipated that food will be one of the most important aspects of the restaurant experience, and there is no doubt that food significantly influences customer loyalty and satisfaction, as well as repeat business (Zhong and Moon, 2020).

According to Zhong and Moon (2020) perceived price, food quality, the appeal of the hotels, the influence of gender and services offered are critical in ensuring customer satisfaction. As a result, modern restaurant businesses face the fundamental challenge of providing high-quality cuisine that is not only appealing to customers but also advantageous to business rivals. The service aspect of food quality has a causal relationship with customer loyalty and satisfaction, so restaurant-goers with discernment must be aware of it. According to Suhartanto, et al. (2019) aspects such as the diverse menu presentation, layout of cutlery, food presentation, taste of food, menu diversity, healthy meals, and fresh food contribute to high physical service customer satisfaction. In addition, interactive quality and corporate quality contributes significantly to creating a positive emotional stimuli and behavioral intentions that arouses customers (Jang and Namkung,2009). A high level of service excellence is the highlight that can increase consumer loyalty in a posh restaurant ( Zhong and Moon, 2020). Customer loyalty is one of the fundamental business objectives that must be met to generate repeat business ( Chan et al., 2021). Customer devotion is another pivotal component of consumer loyalty. The effect of fulfillment on dependability has been the most extensively studied aspect of the advertisement hypothesis. Along these lines, a number of studies have demonstrated that fulfillment and loyalty have a direct relationship. Proper handling of customer complains helps customers know how to go about the problems they are facing. (Tarhini and Hayek, 2021). As loyal customers are satisfied customers and dissatisfied customers are sellers ( Phan et al., 2021), satisfied customers are more valuable than unsatisfied ones. A positive word of mouth increases customer base and retention ( Bougie et al., 2003)

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Even though the consumers appear to be satisfied with the products and services, it is impossible to find a loyal customer. In reality, the behavior and attitude of consumers toward particular products and ventures is the most important factor. If a customer's behavior is consistent with the service provider's expectations, that customer is deemed dependable (Tarhini and Hayek, 2021). There are two types of consumer loyalty based on social and emotional attachment to products and businesses ( Patwardhan et al., 2020). Social reliability refers to a customer's propensity to purchase at a particular retailer, whereas enthusiastic loyalty refers to a customer's apprehension toward a retailer based on past purchasing experience and demeanor. In this model of conduct and ardent dependability, expanded customer satisfaction should foster customer loyalty. Customers who are dissatisfied have the option of communicating their complaints to competitors. Consequently, there should be additional factors besides fulfillment that influence customer loyalty ( Tarhini and Hayek, 2021). Prior to 1980, product durability and service quality were evaluated based on customer loyalty. Nevertheless, there was an emotional shift between the late 1980s and the early 1990s, when retailers began to recognize the needs and necessities of their customers. Today, in the contemporary era, businesses have shifted their focus to their core consumers by assembling standard product benefits in order to win their satisfaction and loyalty ( Bigne, 2020). To produce administration leadership, it is essential to comprehend what customers are truly seeking and how they evaluate services (Li et al., 2020.). Customers anticipate the quality of administration through retailers; consequently, administration merchants must assess how customers perceive the quality of the "administrations include" implied by the apparent assistance quality structure (Li et al., 2020)

Administration quality refers to the result of the correlation between the customer's expectation of the administration and their perception of how the administration was carried out. Originally, there was no model for estimating quality based on assistance quality. It is believed that the relationship between loyalty of consumers, customer loyalty, and administration quality is dependent on customer complaints (Arora et al., 2020). Consequently, client complaints are represented as a diagram of customer desires and product administration impressions. The purchasers' apparent estimation is contingent on their desires and the outcomes of their evaluation procedure. In addition, administration quality has a crucial relationship with customer satisfaction, which directly influences customer loyalty (Almohaimmeed, 2019). Thus, the retailer should focus on these elements to expand consumer relationships with respect to fulfillment and dependability in this comprehensive retail advertisement. Product quality is an additional central factor in consumer loyalty and fidelity. Product quality is a collection of features and brand-specific characteristics that have committed themselves to being able to satiate determined demand. In addition to highlights, performance, loyalty, sturdiness, functionality, and customer-perceived quality, product attributes are measured in a variety of ways. Out of each of these metrics, five elements, namely, product durability, product assortment, product newness, product appeal, and product price, have been utilized to measure consumer satisfaction and loyalty. For the restaurant industry, it is essential to fully understand the factors that influence consumers' decisions to return for another meal (Mehta et al., 2020). By comprehending these variables, it is possible to meet customers' needs and prevent their departure, resulting in substantial gains for the restaurant.

2.4.1 Product or Service Quality The quality of a product or service offered by a brand has a significant impact on customer satisfaction. Here, various aspects of quality like reliability, durability, and performance influence satisfaction levels and brand success, especially in the tourism industry. In the context of the UK tourism industry, Fared et al. (2021) found that the quality of service provided by tourism businesses, including hotels, restaurants, tour operators, and attractions, significantly impacts customer satisfaction. Specifically, the researcher found friendly and attentive staff, efficient service, and personalized experiences as the main factors contributing to positive customer perceptions. In their study on the performance of the UK’s tourism industry, Fared et al. (2021) found that product or service quality plays a crucial role in influencing customer satisfaction and, in turn, brand success. In this study, the researcher expounds on how service quality achieves this. For instance, product or service quality allows businesses to meet customer expectations. Here, when tourists choose a particular tourism service or product, they often have certain expectations. If the product or service quality meets or exceeds these expectations, it results in higher levels of customer satisfaction. On the other hand, satisfied customers are more likely to return in the future and recommend the brand to others, contributing to brand success through positive word-of-mouth ( Rahimi & Kozak, 2017 ). Another way is through positive customer experiences whereby high- quality products and services result in positive customer experiences. Whether it is a comfortable hotel stay, a well-organized tour, or excellent customer service, these experiences create a lasting impression on tourists. Positive experiences can lead to repeat business and foster brand loyalty, increasing the brand's success in the long run ( Rahimi & Kozak, 2017 ).

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Özkan et al (2020) argue that product or service quality differentiates a brand from its competitors, and reduces negative feedback in various ways. For instance, in the competitive tourism industry, offering superior product or service quality can be a significant differentiator. Brands that consistently deliver high-quality experiences stand out from their competitors and are more likely to attract and retain customers. Therefore, this differentiation can contribute to increased market share and brand success. Özkan et al. (2020) also argue that Poor product or service quality can lead to negative feedback from unsatisfied or disappointed customers. On the contrary, high-quality offerings are less likely to elicit complaints and negative reviews. Therefore, minimizing negative feedback is crucial in the age of online reviews and social media, as negative sentiments can quickly spread and harm a brand's reputation and success. In addition, service or product quality enhances perceived value among customers. According to Dwidienawati et al. (2022) , tourism industry customers often evaluate the perceived value of a product or service based on its quality. Here, a high-quality experience may justify a higher price point, leading to a perception of good value for money. Therefore, when customers feel they received value beyond what they paid for, their satisfaction increases, and they are more likely to become brand advocates ( Dwidienawati et al., 2022 ). A brand with more brand ambassadors or advocates tends to succeed. In another research, Al Idrus et al. (2021) established that good product or service quality increases customer satisfaction on brand success through customer retention and loyalty. Customer satisfaction resulting from excellent product or service quality promotes customer retention and loyalty. Research shows that loyal customers are more likely to choose the same brand for future trips and may even become repeat customers. This loyalty is a key driver of brand success, as it reduces customer acquisition costs and increases customer lifetime value. Al

Idrus et al. (2021) cite positive online loyalty of a brand as a vital element in the current technological world, especially in the tourism industry. Therefore, a strong emphasis on product or service quality can lead to positive online reviews and ratings. Positive online reputation is increasingly important in the digital age, as potential customers often rely on reviews and ratings when making travel decisions. Also, a good reputation can attract more customers and contribute to the brand's success (Idrus et al., 2021). Excellent product or service quality has further been found to create a sustainable competitive advantage for a brand. According to Fared et al. (2021), sustainable competitive advantage is critical in the tourism industry. Establishing a reputation for high-quality products or services creates a sustainable competitive advantage. Therefore, competitors find it challenging to replicate the brand’s advantage quickly, and customers are more likely to choose a brand they perceive as reliable and trustworthy (Fared et al. (2021). Most importantly, excellent product or service quality establishes brand credibility and trust. According to Mehta et al. (2020), consistently delivering quality products or services builds brand credibility and trust. Also, customers are more willing to choose a brand they trust, particularly in the tourism industry, where customers rely on the brand's promises for an enjoyable and memorable experience. Generally, product or service quality is a critical factor that directly influences customer satisfaction and plays a pivotal role in brand success in the tourism industry (Mehta et al., 2020). Therefore, prioritizing and continuously improving quality standards can lead to higher customer satisfaction levels, increased brand loyalty, and a competitive edge in the market.

2.4.2. Customer Service According to Rahimi and Kozak (2017) , the way a brand interacts with its customers, addresses their concerns and provides support can greatly influence satisfaction. On the other hand, these researchers state that customer service has a profound impact on customer satisfaction and significantly influences brand success in the tourism industry. In an industry like the tourism sector where experiences and interactions with customers are crucial, excellent customer service can make all the difference. Various pieces of research have examined various ways in which customer service influences customer satisfaction and, consequently, brand success by exploring such aspects as responsiveness, empathy, and timeliness of customer service, among others. These aspects are what make up and are also used to measure customer care. According to Russell (2005), Customer service sets the tone for the entire experience; therefore, a warm and friendly welcome can create a positive first impression and immediately put customers at ease. This positive initial interaction contributes to overall customer satisfaction and subsequent brand success. Russell also argues that customer care creates personalized experiences for customers. Effective customer service involves understanding individual customer needs and preferences and creating personalized experiences that cater to the unique requirements of each customer. Subsequently, these customized experiences enhance customer satisfaction and make them feel valued and appreciated. Brands with high numbers of satisfied customers often tend to succeed more ( Rahimi & Kozak, 2017). Therefore, customer care increases customer satisfaction and brand success. Customer care also assists greatly in problem resolution within a tourism firm. Inevitably, some customers may encounter issues or challenges during their trips; therefore, prompt and

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efficient problem resolution is critical. Alketbi et al. (2020) argue that when customer service teams effectively address problems and provide satisfactory solutions, customers are more likely to forgive any hiccups and leave with a positive impression, improving customer satisfaction and contributing to brand success. Khan et al. (2022) further argue that customer care contributes to the effective handling of complaints and feedback since it is the frontline for handling complaints and feedback. Effective resolution of complaints can turn a dissatisfied customer into a loyal brand ambassador. Furthermore, feedback obtained through customer service interactions can be invaluable for improving service quality and enhancing customer satisfaction. Also, customer care ensures timely responses to inquiries ( Khan et al., 2022). According to Arora et al. (2020), quick and accurate responses to customer inquiries and requests demonstrate attentiveness and professionalism. Since tourism often involves expansive travels to new areas or regions, responsiveness is especially crucial in the age of instant communication, where customers expect timely answers to their questions. As such, customer care will lead to increased customer satisfaction and brand success (Arora et al., 2020). Another way in which customer care increases customer satisfaction and brand success is by building trust and credibility within a tourism firm. According to Kaushal and Srivastava (2021), trust is a vital component of customer satisfaction. Firms and customer service teams that consistently deliver on promises and exhibit integrity build trust with customers. In the larger picture, trustworthy brands are more likely to have satisfied and loyal customers, hence to succeed more. Kaushal and Srivastava (2021) argue that customer care empowers customers. Brands that empower customers by providing them with the information and resources they need to make informed decisions increase the satisfaction of their customers. For instance, offering travel

tips, recommendations, and insider knowledge can enhance the overall travel experience, increasing customer satisfaction and brand performance. Furthermore, customer care creates emotional connections and positive memories. The researchers further posit that exceptional customer service can create an emotional connection between the brand and the customer. On the other hand, positive emotions and memorable experiences lead to higher customer satisfaction and encourage customers to share their experiences with others, amplifying the brand's success through word-of-mouth marketing ( Kaushal & Srivastava, 2021). Sharma et al. (2021) further provides that customer service results in repeat business and customer loyalty. Here, satisfied customers are more likely to become repeat customers and choose the same brand when recommending to friends and family. The loyalty translates into increased repeat business and a loyal customer base, which are critical for sustained brand success (Sharma et al., 2021). Customer service also leads to positive online reviews and reputation and differentiates a brand in the competitive market characterizing the tourism industry. Rahimi and Kozak argue that customer service experiences are frequently shared through online reviews and social media. Therefore, positive reviews about excellent customer service can attract potential customers and contribute to a positive online reputation, enhancing brand success. Furthermore, exceptional customer service can be a differentiator in the highly competitive market environment of the tourism industry ( Rahimi & Kozak, 2017). Therefore, brands that go the extra mile to exceed customer expectations are more likely to stand out and gain a competitive edge. Generally, customer service is a pivotal factor in enhancing customer satisfaction and plays a significant role in determining brand success, especially in the tourism industry. Brand Reputation

Brand reputation significantly influences the performance of tourism brands. In the words of Chen et al., (2020), a favorable brand reputation can contribute to higher accomplishment by strengthening consumer contentment, loyalty, and belief in the brand. According to the authors, establishing a strong, trustworthy, and respected brand identity is critical. For tourism brands, this is imperative to entice and maintain clients. Sustained achievement requires a solid brand reputation. Chen et al., study offers crucial knowledge on the significance of a brand's reputation. The information serves as a resource for tourism brands to strengthen their competitive stance and achieve enduring achievement. To successfully enhance a company's reputation in the tourism sector, it is crucial to assess recommended strategies. Lindecrantz et al. (2020), states that focusing on delivering individualized and adapted services can lead to enhanced customer satisfaction. By prioritizing customer satisfaction, brands can create a loyal following and accrue positive reviews that extensively enhance their reputation. It was also reported in a literature that maintaining an effective online image requires proactive social media involvement and promptly resolving client issues (Lappeman et al., 2018). Report by Jiang suggests that building robust networks in local communities and partnering with esteemed organizations in the sector is essential (Jiang et al., 2019). By engaging in sustainable practices, brands can enhance their reputation. Supporting local economies also appeals to the growing demand for responsible travel choices. The effective use of multiple tactics can contribute to the growth and longevity of a successful tourism brand. Price and Value for Money Pricing has a direct bearing on how much customers appreciate the worth of something, and subsequently, their level of satisfaction. Tourists typically compare the cost of a travel package with the anticipated worth they will get in return (Zhang et al., 2021). As mentioned by

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Zhang et al. (2021) pricing has a meaningful impact on customer satisfaction, resulting in higher chances of repeat bookings in the tourism industry. Furthermore, Hamilton et al.'s (2022) research explored customer perspectives on cost-effectiveness in conjunction with their overall satisfaction during a hotel stay. The findings emphasized the significance of pricing tactics, turning these approaches to align with customer preferences can create perceived worth, ultimately fostering devotion. Price and value for money hold great significance when it comes to ensuring customer contentment in the tourism sector. In reference to the article by Ali et al., (2021) visitors frequently base their buying choices on how much worth they expect to get for every dollar they pay. Additionally, they maintain that customer valuations of the worth received relative to expenditure determine the quality of a tourism commodity. This evidence underscores the idea that consumers do not solely focus on cost alone. Instead, they view value in comparison to price. Tourism industry companies must comprehend this link to thrive. By adjusting prices to match client hopes, they may increase consumer pleasure. This accomplishment can eventually lead to the prosperity of their image. Brand Image and Personality Brand image is how customers in general feel about a brand, whereas brand personality is how they feel about a specific brand in particular. A positive brand image and a clearly defined brand personality have been demonstrated to increase customer loyalty, set a company apart from the competition, and sway consumer decisions (Jin et al., 2019). The reputation and character of a brand significantly affect consumer contentment within the travel industry. In a report by Mulyono and Pasaribu (2021), a favorable brand reputation and personality can strengthen consumer loyalty and confidence, resulting in increased fulfillment among patrons.

Similarly, Diputra and Yasa (2021) argue that brand image, including perceived quality and value, significantly influences customer satisfaction. Conversely, a detrimental brand personality may prompt unhappiness and a downturn in supporter loyalty. Hansen and Christensen (2019), also found that a business's identity is molded by various characteristics, including dependability, credibility, and quality, which influence consumer perception. The investigation led by Özkan et al. (2020) showed that brands characterized by vibrant and distinct personalities, like adventure- seeking and innovation, enjoy greater success. These attributes directly contribute to establishing loyalty and satisfaction among customers. The role of brand image and personality in the tourism industry is demonstrated here. A 2020 study by Ali et al. examines the correlation between brand identity and client satisfaction with word-of-mouth promotion. The authors thoroughly reviewed relevant literature and found several key aspects that determine a brand's success in the tourism industry, including its visual representation and personality. The proponents contend that a robust brand identity and character can substantially enhance client loyalty. As consumers tend to form a deeper connection with brands that share their ideals and ambitions. When a brand has a positive image and character, it can motivate delighted clients to propagate goodwill toward it, enhancing its standing. The authors offer diverse empirical research that reinforces their contention. They emphasize the significance of brand identity and character in ensuring consumer contentment within the tourism sector. This research expands upon existing knowledge by offering pertinent findings. Tourism industry marketers and executives can utilize these discoveries to create and maintain a powerful brand identity and character that fosters client faithfulness and favorable mouth-to-mouth publicity.

In a 2023 document by, Jiang and Hong examine how tourists view the brand identities and personalities of travel businesses in China. The researchers utilize a case study strategy to analyses the aspects that influence customer satisfaction and commercial performance within this context. One of the primary conclusions drawn from this investigation is the immense effect brand reputation has on consumer opinion and fulfillment. Consumers attribute significant weightage to brand identity while evaluating trustworthiness, dependability, and product quality. The study reveals that the personality facets of a brand are critical in moulding its general view and acceptance among audiences. Tourism brands must diligently foster and preserve a captivating and esteemed brand persona. This will guarantee enhanced patron pleasure and triumphant brand performance. This research offers pertinent information on the elements that contribute to client happiness within the tourism sector. In particular, it concentrates on how brand picture and personality affect consumer satisfaction. Another research by Nawi et al (2019) looked into the connection between brand image and personality and customer satisfaction in the tourism sector. Researchers collected information from travelers by distributing questionnaires and conducting interviews at various Malaysian locations. Analyzing the data, we discovered that a strong brand identity is directly related to customer contentment. Visitors were more pleased with their trip when they perceived the tourism brand as trustworthy and appealing (Nawi et al.,2019). The study emphasizes the significance of consistent branding messages and efficient communication in fostering a robust brand image and personality. Moreover, the research emphasized the need for tourism businesses to align. Their brand image and personality with the values and expectations of their target customers. This aligning would enhance customer satisfaction levels.

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Customer Engagement and Communication A crucial component of the tourism sector relies on clients who are dedicated and invested. Positive customer engagement leads to a deeper level of connection between the customer and the organization, resulting in expanded cooperation and success. A study by Algharabat (2018) highlighted customer involvement and dialogue as crucial aspects impacting clients' pleasure. Through consistent communication routes, like websites, social media platforms, and client service hotlines, businesses can create dependability and confidence amongst their clientele. These communication pathways enable mutual dialogue, enabling tourism companies to understand client wants, likes, and opinions, and therefore customize offerings appropriately (Algharabat, 2018). Customer interaction is crucial for creating positive brand experiences when customers feel engaged, they are more likely to offer comments and broadcast their opinions to others, thus building the brand image. Personalized communications to individual preferences are becoming essential in today's marketplace. As Chandra et al. (2022) note, one-to-one marketing or personalized marketing entails crafting custom-made solutions for individual customers. Individualized messaging and experiences boost consumer satisfaction and brand affinity. Interacting with clients on social media allows companies to leverage the channel for nurturing engagement. Personalizing visits in the UK tourism business might involve private guides, unique journeys, or personalized advice customized by past reservations. Bhavani and Sainy (2023) confirmed that customization in service delivery enhances consumer satisfaction, cultivating loyalty and driving brand prosperity. Social media platforms are also vital components for tourism brands to reach their target market. Businesses can swiftly address client inquiries through social media and distribute captivating content. As per Silaban et al. (2022) findings, active participation on social media

can significantly enhance customer satisfaction by offering an outlet for clients to share their experiences, gather travel-related knowledge, and feel linked to the brand community. The findings of Zhou et al. (2023) suggest that warm interactions between staff and travelers directly influence customer pleasure and loyalty. Brand-customer interactions significantly influence customer happiness. Offering welcoming and valuable interactions, such as attentive service and tailored assistance, can contribute significantly to overall brand satisfaction among tourists. Zhou et al.'s investigation (2023) sheds light on the critical impact of friendly interactions between staff and tourists on consumer happiness and brand commitment. Tourism-related warm interactions lead to tailored and friendly service that creates an emotional attachment between customers and brands. Sincere welcome and customized help can boost tourists' satisfaction. Prentice et al.'s (2020) journal reveal that service quality significantly impacts customer satisfaction in the UK hotel sector. Travelers expect a continuous sequence of excellent service from reservation to post-travel assistance. Sustained excellence can propel brands towards heightened approval and recommendation. Research by Prentice et al. (2020) suggests that consistently providing excellent service from first interaction to the final interaction can considerably benefit travel brands. Exceptional service offer a positive relationship between tourists and the brand, the emotional bond also plays a vital role in ensuring customer satisfaction. Destination-specific features contribute significantly to tourists' evaluations, along with brand considerations. Using desirable components, like captivating surroundings, unique culture, seamless access, and safety, can boost consumer satisfaction and brand success. Wang et al.'s (2022) research examined how unique destinations affect client satisfaction within the UK and

uncovered a pronounced positive association. The UK presents numerous appealing destinations with breathtaking sceneries and unique cultures that attract tourist (Wang et al., 2022). The findings by Wang et al. (2022) demonstrate a notable bond between appealing sceneries and tourist satisfaction. A report by Gutounig et al., (2022) highlights that one successful customer engagement and communication strategies in the UK tourism is the partnership between British Airways and VisitBritain. British Airways, a major airline in the UK, has recognized the importance of engaging with potential customers and promoting the country as a desirable tourist destination. British Airways has implemented various communication strategies to attract tourists through its partnership with VisitBritain, the national tourism agency. One such strategy is the creation of promotional videos and advertisements that showcase the beauty and attractions of different regions in the UK (Gutounig et al., 2022). These videos are then shared on social media platforms and displayed on in-flight entertainment systems, effectively reaching a wide audience. Additionally, British Airways offers its customers personalized travel recommendations and itineraries, ensuring that their travel experiences are tailored to their interests and preferences (Gutounig et al., 2022). By actively engaging with customers and providing relevant and personalized information, British Airways and VisitBritain have successfully increased customer satisfaction and contributed to the overall success of the UK tourism industry. Emotional Connection and Brand Attachment Emotional connection refers to the deep bond consumers establish with a brand, often based on trust, identification, and positive experiences. It goes beyond the rational aspects of a purchase decision and taps into the emotional realm of the consumer. Brand attachment, on the other hand, refers to the strength of the emotional connection and the extent to which consumers

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feel emotionally invested in a brand (Chen and Huang, 2023). Several studies indicate that emotional attachment and brand loyalty contribute favorably to consumer pleasure (Vahdat et al., 2020, Dwivedi et al., 2019). The area of study examines how feelings like happy, trust, and nostalgia affect consumer satisfaction. A powerful emotional link might generate brand attraction, promoting consumer pleasure and fidelity (Vahdat et al., 2020). In their seminal work, Dwivedi et al. (2019) revealed that emotional attachment to a brand strengthens the relationship between customers and brands. Consumers' emotional ties to a brand were identified as 'brand attachment.' In this regard, emotion played a pivotal part, with specific feelings like happiness, confidence, and longing being crucial actors. Happiness significantly affects client satisfaction, with the travel sector being a prime example. Tourism businesses prioritize creating exceptional experiences to establish deep emotional connections with clients, which leads to increased satisfaction (Dwivedi et al., 2019). A research project led by Prentice (2019) revealed that happy customer is more likely to visit a place more than once through previous satisfaction. Happiness experienced from vacation experiences directly influences customer satisfaction in the competitive tourism industry. The power of joy facilitates tourists' positive experiences with destinations or service providers. Brand loyalty & positive recommendations result from happy memories formed during travels. Joyful events enhance service quality assessments, unmatched customer hopes, trigger a pleasant validation that further reinforces satisfaction (Prentice, 2019). UK-based tourism brands must prioritize delivering delightful experiences through creating emotional experiences for customers. By utilizing this method, they can establish themselves as industry leaders, thereby attracting returning customers, fostering customer loyalty, and gaining the endorsement of contented clients.

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Research by Omar et al., (2021) points that customer satisfaction and loyalty depend heavily on trust within the tourism sector. Successive excellent experiences with a tourism brand foster trust, substantiating its reliability. The extent of trust between tourists and brands was discovered to impact customer loyalty and satisfaction significantly (Omar et al., 2021). Building trust with customers enables brands to enjoy sustained loyalty and better market buzz. Intangible experiences are particularly vital in the tourism sector; thus, trust holds a greater significance. Another research that explains the link between happiness and brand success is research conducted by De Azambuja et al., (2023). In the research author claims the emotion connction that exist between the client and the brand plays a major role in making the customer happy. The study also indicating that emotional connection acts as a mediator between the two elements. Another vital aspect of customer satisfaction is the concept of the 'customer journey. The customer journey entails a detailed assessment of the client's complete experience, from first engagement to final follow-up. In the tourism sector, this concept gains extra importance as the customer journey comprises of diverse touchpoints, from initial booking to post-travel feedback (Araujo et al., 2020). The client's experience involves all parts, from brand or place initial knowledge to post-acquisition experience. Brands must understand the customer experience to identify interaction points, challenging areas, and chances for involvement. Mapping out the client adventure permits enterprises to modify their offerings and promotional endeavours to accommodate the patron's wishes and tastes at every degree of the journey. Appreciating the elements impacting this journey in the UK is fundamental to achieving pleased patrons. A thorough examination conducted by Araujo et al. (2020) revealed that a pleasant customer experience translated into higher client contentment, ultimately leading to faithfulness towards the brand and bearing upon brand achievement. The study highlighted

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several crucial elements including user-friendliness during the reservation stage, the quality of the overall journey, and efficient customer communication following the sale. Research has demonstrated that when clients assess a travel item or administration as being of higher worth, they are probably going to be glad with their encounter (Bischoff et al., 2021). Superior value delivery by tourism businesses can substantially impact consumer delight increasing perceived value generally leads to more positive customer experiences. Emotional connections, bonds, and brand attachment play a pivotal role in determining customer fulfillment, subsequently influencing business performance in the British tourism sector. Happiness, reliability, and sentimentality are crucial feelings influencing customer opinions and actions. Market dominance often goes to brands that can elicit heartfelt feelings and build strong bonds with buyers. Tourism businesses in the UK must prioritize emotional connections to remain competitive. Emotional intelligence guides brand offerings to foster positive sentiment and long-lasting impressions. Communication transparency and customer trust can reinforce client satisfaction and loyalty. Technological innovations and adaptability Technological developments have had a beneficial effect on brand performance in the tourism sector. As technology progresses at an unprecedented rate, businesses must be proactive in integrating new tools to maintain relevance. Dini et al (2022) highlights the essential part technology plays in boosting client pleasure and satisfaction in the travel business. As an illustration, VR and AR technologies have opened up opportunities for tourism brands. These technologies allow prospective customers to explore travel locations and attractions digitally before making a buying decision (Dini et al., 2022). By meeting customer needs, we can foster a

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loyal following for our brand. Furthermore, advancements in technology have facilitated simpler access to tourism offerings for patrons. Mobile devices, self-service stations, and internet booking tools have all enhanced consumer ease and productivity (Dini et al., 2022). Technical advancements have emerged as a primary force behind successful brand performance in the tourism sector. Brands that successfully integrate these developments will gain a distinct advantage and witness increased client pleasure. Adaptability is a key component for successfully integrating and administering technological advancements within the tourism sector. As per Kristiana et al. (2021), flexibility alludes to an organization's capacity to adjust and react to changes in the business sector and innovation scene. Adaptability in the face of technological progress requires cultivating a mindset of experimentation within an organization. Achieving these objectives requires cross- functional cooperation, while ongoing training programs can significantly improve organizational efficiency. Agile frameworks proposed by Kristiana et al. (2021) are a vital component. Encouraging a flexible mentality among staff members within the tourism industry enables firms to adopt novel technologies with greater ease. Such developments can contribute to enhanced client fulfillment and ultimate achievement in the British travel industry. Measuring customer satisfaction in the tourism sector hinges on technological development and aadaptability. As reported by Rahi et al., (2020), the speed at which customers adopt new technologies plays a significant role. In their overall satisfaction with a brand. As technology continues to advance, traditional customer engagement methods within the UK tourism sector are being phased out in favor of more contemporary approaches. This shift necessitates brands to align their technological capabilities with customer expectations. The research conducted by emphasizes the favorable correlation between technology adaptation and

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customer happiness. Agile brands that leverage technology effectively tend to garner higher levels of customer satisfaction by rapidly addressing customer needs with cutting-edge solutions. It is essential to gauge technological flexibility for brands in the tourism sector, allowing them to fulfill customers' expectations and foster loyalty. Brands capitalize on digital tools and nonstop communication to stimulate genuine consumer participation and build meaningful customer connections (Buhalis & Sinarta, 2019). Real-time interaction affords immersive connection with linked customers. Leading brands in tourism and hospitality harness technology to improve consumer experiences by collaborative creation. Blending real-time customer insights, advanced data analytics and customization can revolutionize collaborative service creation by unlocking resources within the network. Reference List Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U.Y., Sufi, T. and Mostofa, M.G., 2023. The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), pp.519-539. Al Idrus, S., Abdussakir, A., Djakfar, M. and Al Idrus, S., 2021. The effect of product knowledge and service quality on customer satisfaction. The Journal of Asian Finance, Economics and Business , 8 (1), pp.927-938. Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. 2018. The effect of telepresence, social presence and involvement on consumer brand engagement: An

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Bhavani, S., & Sainy, D. M. 2023. The Role of Relationship Marketing in Improving Brand Loyalty with Special Reference to Online Shopping. Bigne, E., Andreu, L., Perez, C. and Ruiz, C., 2020. Brand love is all around: loyalty behaviour, active and passive social media users. Current Issues in Tourism, 23(13), pp.1613-1630. Bischoff, M., Wages, B., & Robb, C. 2021. How Happy are They? Assessing Patron Satisfaction in Reference Delivery through a Continuous, Brief Survey. The Reference Librarian , 62 (3-4), 145-164. Bougie, R., Pieters, R., Zeelenberg, M.: Angry customers don’t come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services. J. Acad. Mark. Sci. 31(4), 377–393 (2003) Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness service: lessons from tourism and hospitality. Journal of Travel & Tourism Marketing , 36 (5), 563-582. Chan, J., Gao, Y.L. and McGinley, S., 2021. Updates in service standards in hotels: how COVID-19 changed operations. International Journal of Contemporary Hospitality Management, 33(5), pp.1668-1687. Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. 2022. Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing , 39 (8), 1529-1562. Chen, R., Zhou, Z., Zhan, G. and Zhou, N., 2020. The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. Journal of Destination Marketing & Management , 15 , p.100402.

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Chen, T.Y., Yeh, T.L. and Huang, Y.W., 2023. The influence of self-disclosure micro-celebrity endorsement on subsequent brand attachment: from an emotional connection perspective. The Service Industries Journal , pp.1-28. Crouch, G.I. and Ritchie, J.B., 2019. Tourism, competitiveness, and societal prosperity. Journal of business research , 44 (3), pp.137-152. de Azambuja, G.M.P., Rodriguez Peña, G.A. and Vargas, E.G.T., 2023. The impact of customer engagement on customer happiness. Journal of Consumer Behaviour . Dini, M., Splendiani, S., Bravi, L. and Pencarelli, T., 2022. In-store technologies to improve customer experience and interaction: an exploratory investigation in Italian travel agencies. The TQM Journal , 34 (7), pp.94-114. Diputra, I.G.A.W. and Yasa, N.N., 2021. The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM) , 4 (1), pp.25-34. Dwidienawati, D., Kusuma, D.A., Kartini, H. and Wijaya, J.J., 2022. Do Corporate Social Responsibility, Service Quality and Customer Satisfaction Influence Brand Loyalty?. International Journal of Industrial Engineering & Production Research , 33 (2), pp.1-12. Dwivedi, A., Johnson, L. W., Wilkie, D. C., & De Araujo-Gil, L. 2019. Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing , 53 (6), 1176-1204. Fared, M.A., Darmawan, D. and Khairi, M., 2021. Contribution of E-Service Quality to Repurchase Intention with Mediation of Customer Satisfaction: Study of Online

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Shopping Through Marketplace. Journal of Marketing and Business Research (MARK) , 1 (2), pp.93-106. Gopi, B. and Samat, N., 2020. The influence of food trucks' service quality on customer satisfaction and its impact toward customer loyalty. British Food Journal, 122(10), pp.3213-3226. Gutounig, R., Phillips, B., Radkohl, S., Macher, S., Schaffer, K., & Binder, D. (2022). 13. Leveraging social media to enhance customer value in tourism and hospitality. Handbook on Tourism and Social Media , 160. Hamilton-Ibama, E.O. and Ogonu, C.G., 2022. Customer perceived value and customer satisfaction of hotels in Port Harcourt, Nigeria. SAJMMR , 12 , pp.75-93. Jang, S.S. and Namkung, Y., 2009. Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business research, 62(4), pp.451-460. Jiang, Y. and Hong, F., 2023. Examining the relationship between customer-perceived value of night-time tourism and destination attachment among Generation Z tourists in China. Tourism Recreation Research , 48 (2), pp.220-233. Jiang, Y., Ritchie, B.W. and Verreynne, M.L., 2019. Building tourism organizational resilience to crises and disasters: A dynamic capabilities view. International Journal of Tourism Research , 21 (6), pp.882-900. Jin, C., Yoon, M. and Lee, J., 2019. The influence of brand color identity on brand association and loyalty. Journal of Product & Brand Management , 28 (1), pp.50-62. Jones, P., 2022. A review of the UK’s tourism recovery plans post COVID-19. Athens Journal of Tourism , 9 (1), pp.9-18.

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Kamalaldin, A., Linde, L., Sjödin, D. and Parida, V., 2020. Transforming provider-customer relationships in digital servitization: A relational view on digitalization. Industrial Marketing Management, 89, pp.306-325. Kaushal, V. and Srivastava, S., 2021. Hospitality and tourism industry amid COVID-19 pandemic: Perspectives on challenges and learnings from India. International journal of hospitality management , 92 , p.102707. Khalid, U., Okafor, L. E., & Burzynska, K. (2021). Does the size of the tourism sector influence the economic policy response to the COVID-19 pandemic?. Current Issues in Tourism , 24 (19), 2801-2820. Khan, R.U., Salamzadeh, Y., Iqbal, Q. and Yang, S., 2022. The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing , 21 (1), pp.1-26. Kristiana, Y., Pramono, R. and Brian, R., 2021. Adaptation strategy of tourism industry stakeholders during the COVID-19 pandemic: A case study in Indonesia. The Journal of Asian Finance, Economics and Business , 8 (4), pp.213-223. Lappeman, J., Patel, M. and Appalraju, R., 2018. Firestorm response: Managing brand reputation during an nWOM firestorm by responding to online complaints individually or as a cluster. Communicatio , 44 (2), pp.67-87. Li, F., Lu, H., Hou, M., Cui, K. and Darbandi, M., 2021. Customer satisfaction with bank services: The role of cloud services, security, e-learning and service quality. Technology in Society , 64 , p.101487.

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Li, M.W., Teng, H.Y. and Chen, C.Y., 2020. Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, pp.184-192. Lindecrantz, E., Gi, M.T.P. and Zerbi, S., 2020. Personalizing the customer experience: Driving differentiation in retail. Retrieved January , 9 , p.2022. Mehta, A.M. and Tariq, M., 2020. How brand image and perceived service quality affect customer loyalty through customer satisfaction. Academy of Marketing Studies Journal , 24 (1), pp.1-10. Mulyono, R.A. and Pasaribu, L.H., 2021. The impact of mobile service quality and brand image on customer loyalty. Enrichment: Journal of Management , 12 (1), pp.1-7. Nawi, N.B.C., Al Mamun, A., Nasir, N.A.M., Abdullah, A. and Mustapha, W.N.W., 2019. Brand image and consumer satisfaction towards Islamic travel packages: A study on tourism entrepreneurship in Malaysia. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), pp.188-202. Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J. H. 2021. M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services , 60 , 102468. Özkan, P., Süer, S., Keser, İ.K. and Kocakoç, İ.D., 2020. The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing , 38 (2), pp.384-405.

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Investigating factors that influence customers satisfaction and brand success. m (1)

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