Examining The influence of customer-brand identification on loyalty by the intermediary role of service quality, perceived value and brand trust in Homa hotel of Mashhad

According to the current competitive atmosphere in global hotel industries, branding is one of the most important methods that create safety and assurance for hotel owners. In order to develop the existing knowledge of brand management, this research aimed to examine the effect of customer-brand identification (CBI) on customer royalty of Homa hotel of Mashhad. According to 8 hypothesis of this research, first the direct effect of CBI on customer loyalty is evaluated, and then this effect will be determined with 3 more variables as inductors which are service quality, Perceived value and brand trust. Confirmatory factor analysis and Cronbach's alpha coefficient were used to assess validity and the internal consistency of the instrument, respectively. The data is collect by distributing 400 questionnaire and 386 of them were usable. Structural equation modeling was used to test the model. The results reject the direct impact of CBI on customer loyalty and show that making dependency to hotel brand is not enough and the hotel should promote its service quality, the customer's perceived value and their trust constantly and this is their only way to success and creating royalty. Also, it can be mentioned that service quality has the most significant role for achieving this purpose.