Can advanced technology affect customer based brand equity in service firms? An empirical study in upscale hotels
Purpose The purpose of this paper is to empirically test the impact of perceived information and communication technology (ICT) on creation of brand equity within service firms, more specifically upscale hotels. The relationships between ICT and three brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty are examined. Design/methodology/approach The empirical research was conducted in 20 upscale hotels in Rome Italy, collecting data from 335 guests. Findings Advanced ICT directly influences perceived quality and image, while the impact of ICT on loyalty is mediated by perceived quality. Additionally, positive and significant relationships are found between the three brand equity dimensions. Research limitations/implications The lack of significance of ICT impact on loyalty needs further attention. Future studies could center on this specific relationship, examining whether hotel companies that implement technology efficiently are able to deal with loyalty. Practical impli.