This study explored the effects of employee-based brand equity on customer satisfaction with the mediation of employee satisfaction and brand citizenship behaviour in 3 Star Hotels in Ghana.
Using a survey research design of quantitative research, the study employed a sample of 673 respondents from Tema, Accra, Kumasi and Tamale with simple random sampling.
The study found that Brand Citizenship Behaviour (BCB) and Employee Satisfaction (ES) significantly enhance customer satisfaction via Employee-Based Brand Equity (EBBE). Findings emphasise that employee-related factors, such as brand loyalty, brand knowledge and brand clarity, are crucial for fostering a positive work environment and significantly influence the enhancement of the customer experience. The study indicates that Brand Clarity (BCT) is less significant than Brand Commitment (BC) and Brand Knowledge (BK) regarding both Brand Customer Behaviour (BCB) and customer satisfaction.
The study recommends that hoteliers should concentrate on improving staff satisfaction and inspiring staff citizenship behaviour to increase Employee-Based Brand Equity, which leads to customer satisfaction. Again, positioning staff with brand’s value can generate a significant positive customer experience/loyalty amongst 3-star rated hotels.
The study recommends that hoteliers should concentrate on improving staff satisfaction and inspiring staff citizenship behaviour to increase Employee-Based Brand Equity, which leads to customer satisfaction. Again, positioning staff with brand’s value can generate a significant positive customer experience/loyalty amongst 3-star rated hotels.
This research is one of the few studies that gives significant insights into the expanding body of literature on employee-based brand equity in hotel context in emerging markets. It also developed a model integrating Brand Citizenship Behaviour, Employee Satisfaction, customer satisfaction and Employee-Based Brand Equity. It offers significant evidence that a happy employee is a happy customer.
