The Role of Technological Innovation in Improving the Egyptian Hotel Brand Image.

Document Type : Original Research Articles



Despite the formidable significance of technological innovation and brand image in the hotel industry. Literature has revealed limited research into this aspect, especially in the Egyptian hotel industry. Less research examined the antecedents of customer satisfaction and loyalty to technological innovation. This study aims to investigate the role of technological innovation in improving the hotel brand image, as manifested by the customer evaluation of hotel technological collaboration and expertise of the hotel and hotel brand image through their satisfaction and loyalty in the Egyptian hotel sector. A survey of 254 five-star customers has confirmed a newly proposed model to improve the Egyptian hotel brand image. Structural equation modelling has been used for hypothesis testing. The research results indicate that technology innovations have significantly positive effects on customer satisfaction and loyalty. Moreover, the tandem mediation of customer satisfaction antecedents (i.e., security, product and service merchandise, ease of use, perceived service quality and information quality) reinforces their loyalty toward the hotel brand. Finally, the mediation of customer loyalty dimensions (i.e., relationships, trust, emotional benefits, and perceived value) significantly improves the hotel brand image.


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