With the rapid development of people's economic level, after the basic living conditions of people are satisfied, more and more people will choose to travel and work, so as to seek the sublimation of their own psychological and spiritual world. In this case, it will naturally produce a series of demands and competitiveness for the hotel industry. How to stand out in all aspects of the service and marketing of the hotel industry will be the problem that the hotel industry should solve in the future. Improving the hotel's customer participation behavior and customer experience, so that the customer becomes a more loyal customer, which is very beneficial to both the hotel and the customers. This paper is based on customer participation behavior, and studies and analyzes the influence of customer participation on customer loyalty. On the basis of consulting and learning some literature and theories, it analyzes and studies the three variables of customer participation behavior, customer loyalty and brand experience. The results show that these three variables are positive interactions, customer participation behavior can have a significant impact on customer loyalty, and brand experience can have a significant mediation effect between the two. Finally, according to the research results of this paper, what enlightenment can bring to the development of fast hotel industry and marketing, summary and suggestions.

Zhang Yanli, Xue He. Research on the influence of fast hotel customer participation on loyalty. Academic Journal of Business & Management (2023) Vol. 5, Issue 9: 131-136. https://doi.org/10.25236/AJBM.2023.050920.

[1] Etgar M. (2008). A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science, 36(1), 97-108. 

[2] Lemke F., Clark M., & Wilson H. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846–869. 

[3] Prahalad C. K., & Ramaswamy V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. 

[4] Khan M. T. (2013). Customers loyalty: Concept & definition (a review). International Journal of Information, Business Management, 5(3), 168. 

[5] Schmitt B. (2009). The concept of brand experience. Journal of Brand Management, 16(7), 417-419.

[6] Wu Xue (2022). Research on AR product design based on SOR theory [Master's thesis, Qingdao University of Technology]. CNKI.

[7] Yi Y., & Gong T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Rresearch, 66(9), 1279-1284. 

[8] Tang Fangcheng and Jiang Yitong (2018). Research on customer value co-creation behavior in virtual brand Community. Management Review, 30 (12), 131-141.

[9] Gremler D. D., & Brown S. W. (1996). Service loyalty: its nature, importance, and implications. Advancing Service Quality: A Global Perspective, 5(1), 171-181. 

[10] Mao Mingxia (2007). High-end business hotel customers complain about the relationship between fairness and customer behavior intention [master's thesis, Zhejiang University]. CNKI.

[11] Schmitt B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67. 

[12] Li Qigeng, Yu Mingyang (2011). The process mechanism of the influence of brand experience value on brand assets. Journal of Systems Management, 20 (06), 744-751.

[13] See-To E. W., & Ho K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers in Human Behavior, 31, 182-189.

[14] Kim J. W., Lee F., & Suh Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1), 62-76. 

[15] Keller K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.