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Influencing Factors Of Customer-based Hotel Brand Value

Posted on:2003-08-26Degree:MasterType:Thesis
Country:ChinaCandidate:D X WuFull Text:PDF
GTID:2206360065461049Subject:Tourism Management
Abstract/Summary:PDF Full Text Request
The study focused on the factors of customer-based hotel brand value, explored the relationship between the factors of customer-based hotel brand value, aiming to find feasible ways for hotel brand managing. Based on literature reviews of brand, corporate image and service quality, this study analyzed the characteristics of hotel brand and the factors of customer-based hotel brand value, examined how service quality influences hotel brand performance, and analyzed how brand awareness moderates their relationship. Finally, suggestions for hotel brand managing were proposed.One hundred and thirty two customers and more than ten hotel mangers from twelve hotels participated in interviews, case studies and questionnaire survey. The main results were shown as follows:1. Hotel service quality has a significant influence on hotel brand performance.2. Hotel service function quality plays an important role in creating customer values and enhancing customer satisfaction and loyalty. Hotel service technology quality has a significant influence on customer satisfaction.3. There is a significant interaction between hotel service quality and hotel brand attitude.4. There is a significant correlation between hotel service technology quality and hotel service function quality.
Keywords/Search Tags:Brand value, Service qualityp, Brand awareness
PDF Full Text Request
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