The effect of hotel brand value dimensions on brand perspective and brand retention desirability to reuse leisure services with the aim of moderating brand performance (Case study: hotel customers in Semnan)

The purpose of this study is to investigate the effect of hotel brand value dimensions on brand perspective and brand retention desirability to reuse welfare services with the aim of moderating brand performance among hotel customers in Semnan city. To answer the research question and test the relevant hypotheses, a questionnaire was distributed among 384 members of the study sample through available samples. After collecting the questionnaires, the data were analysed by SPSS software Cronbach's alpha tests for reliability of the questionnaire questions and Kolmokrov-Smirnov test to check the normality of the data distribution were applied. PLS software was used for confirmatory factor analysis tests to validate the questionnaires and beta coefficients (significant coefficients for confirmation or non-confirmation of hypotheses) were analysed. The results of data analysis showed that the dimensions of brand value, such as perceived quality, brand awareness, brand image and brand loyalty, with effective coefficients of 0.623, 0.706, 0.308, 0.504, affect brand perspective, respectively. They significantly affect the brand retention dimension with the effective coefficients of 0.829, 0.896, 0.636 and 0.545 on brand retention desirability, respectively. The results showed that brand performance has a moderating role in the relationship between brand perspective and brand retention desirability.