브랜드 경험이 브랜드 신뢰와 고객 프리미엄 지불의사에 미치는 영향

The effect of Brand Experience on Brand credibility and customer’s willingness-to-pay a premium

A key factor in relationship marketing is maintaining and creating long-term customer relationships through tangible and intangible relationship benefits such as special relationship benefits, social benefits, and psychological benefits. In addition, it can induce customer satisfaction by inducing voluntary customer participation in relationship marketing. Positive brand experiences are important to drive customer engagement. A customer's positive experience has a positive affect on the product or service. Positive brand experiences also appear as trust in the brand. These brand experiences generate long-term customers. This can also increase the profit of the enterprise. Therefore, it is important to study how these friendly customers are willing to pay for the brand experience. The purpose of this study is to empower customers with positive experiences with specific hotel brands by paying a premium intention by empirically analyzing the significant impact that brand experiences have on brand trust and will. The relationship between emotional experience, intellectual experience and brand credibility is adopted. Brand credibility has also been found to affect premiums that are willing to pay. This study was conducted for customers who have experienced a hotel. It makes sense, therefore, for hotel companies to offer loyalty to customers and to present their willingness to pay premiums.