From Burnout to Brand Loyalty: Exploring Post-COVID Job Satisfaction and Brand Commitment in the Hospitality Industry

This study investigates the impact of post-COVID working conditions on job satisfaction and brand commitment in the hospitality industry. Specifically, it examines the roles of perceived workload and work engagement, as well as the moderating effect of empowering leadership on these relationships. Using a quantitative approach and structural equation modeling, the research analyzes survey data from 544 UK-based hospitality employees. Findings highlight the negative impact of increased workload on job satisfaction, the mediating role of work engagement in fostering brand commitment, and the importance of empowering leadership in mitigating the adverse effects of workload. These results underscore the need for supportive management practices and resource allocation strategies to improve employee well-being and brand loyalty in the challenging post-pandemic landscape.