版權說明:本文檔由用戶提供并上傳,收益歸屬內容提供方,若內容存在侵權,請進行舉報或認領
文檔簡介
1、3700 英文單詞, 英文單詞,19500 英文字符,中文 英文字符,中文 5850 字文獻出處: 文獻出處:Lahap J, Ramli N S, Said N M, et al. A Study of Brand Image towards Customer's Satisfaction in the Malaysian Hotel Industry [J]. Procedia - Social and Behavioral
2、 Sciences, 2016, 224:149-157.A Study of Brand Image towards Customer’s Satisfaction in the Malaysian Hotel IndustryJohanudin Lahap, Nur Safiah Ramli, Noraslinda Mohd Said, Salleh Mohd Radzi,Razlan Adli ZainAbstractBrandi
3、ng is known to be important to an organization. Through effective and efficient branding research and development, it is believed that the attainment of proper organizational return on investment (ROI) can be viably achi
4、eved. Therefore, establishing a strong brand image is inevitable to ensure the overall organizational success. This research was conducted to study the importance of brand image towards customers’ satisfaction and to exa
5、mine whether the brand image influences customers’ satisfaction. Citing from the past literature it was found that brand image was among the first constituents that customers will adhere to when selecting accommodation.
6、In this study, a total of 300 questionnaires were deployed with a 75% response rate. The finding was found to be intriguing and revealed that brand image does influence customer satisfaction in the Malaysian hotel indust
7、ry context. Thus, this study is valuable because it strengthens further the understanding of what customers really want when choosing a hotel. Therefore, this study has the capacity to offer hotel operators a way to plan
8、, formulate, and decide to what extent they should improve their brand image to compete in the long run.Keywords: brand image; customer satisfaction; hotel industry1. IntroductionHospitality and tourism industry worldwid
9、e have developed into a truly global industry in which both consumers and producers are spread worldwide. The industry was known to be one of the major contributors to many countries (Mohajerani & Miremadi, 2012). In
10、 relation to that, the hotel sector emerged as a subsection of the industry that strengthened the business. The hotel industry in Malaysia has undergone a process of transformation that brought phenomenal economic e xpan
11、sion towards the Malaysian economy (Lahap, Said, Rose, Sumarjan & Mohi, 2014). In 2013, it was revealed that approximately 25.7 million international tourists visited Malaysia. Furthermore, it was recorded that the t
12、ourism revenue has increased from MYR 60.6 billion to MYR 65.4 billion (USD 19 billion) in 2013, an increase of 7.3% (Touris m Malaysia, 2014). Significantly, the development of hospitality industry in Malaysia has gone
13、to a certain degree that further enhances the Malaysian Gross Domestic Product (GDP) that intertwined to the overall Malaysian economy. The United Nations World Tourism Organization (UNWTO) reports ranked Malaysia as the
14、 best ten tourist destination in 2012. The Malaysian Association of Hotels (MAH) has recorded a total of 2,724 hotels with a total of 195,445 hotels rooms to cater the inflow of international tourist and domestic consump
15、tion (Tourism Malaysia, 2014).The aggressive nature of this industry in attaining service perfection drives hotel operators to constantly seeking for a new approach in building strong positive experience towards their c
16、ustomers (Liat & Rashid, 2013). Subsequently, it is vital for hotel operators to stay adhered concerning the present and future needs to advance in the business and to react towards the needs and wants of hotel guest
17、s. Innovation and creativity is a crucial element in maintaining The corporate image is influenced by service quality and customer satisfaction which in turn influence customer loyalty (Schulz & Omweri, 2012). Janghy
18、eon, Ekinci and Whyatt (2011) further explained that there are two unique dimensions of quality and they are physical quality and staff behavior. Based on the studies conducted on store image Kandampully and Suhartanto (
19、2000) identified two dimensions of image namely “holistic” and “attributes”. The holistic dimension refers to an individual’s mental picturing of the phenomena as a whole, as opposed to a mere collection of independent s
20、timuli. In other words, the holistic or imaginary element of image encompasses the total impression and feeling of a phenomenon from any senses. Suhartanto and Kandampully (2003) mentioned that the operationalization of
21、the holistic dimension of hotel image is based on the customer’s perception of the hotel’s atmosphere, reputation, external appearance, and layout. Meanwhile, they mentioned that attributes dimensions refer to the facili
22、ties and physical environment that forms and influences the phenomena. The operationalization of the attributes dimension is based on the basis of the guest’s perception of the hotel location, physical facilities, interi
23、or design, price, the quality of the goods and services provided and also employee performance.2.2. Customer satisfactionCustomer satisfaction became among the most important antecedent that the hotel management needs to
24、 achieve while delivering services to customers. Customer satisfaction, leads to various effects and it was known to be an indicator of a company’s future income and profit (Forozia, Zadeh & Gilani, 2013). In other w
25、ord, service provider of hotel industry should put a priority in fulfilling customer’s need as their main objectives. Furthermore, customer satisfaction has become the determinant and predictable aspects of success, ther
26、efore, hotels are not able to compete with their rivals without satisfying customers (Forozia et al. 2013). They further asserted that customer satisfaction analysis helps hotel operators to assess their weaknesses and f
27、laws, ergo solving customer’s real needs and wants. In addition, Mohajerani and Miremadi (2012) postulated that customers ’ satisfaction will occur when customers’ perception are met or exceeds customer’s expectation. Si
28、milarly, Torres and Kline (2014) stated that customer satisfaction is defined as the individual’s perception of a performance of products or services that tailored to his or her expectation. This means that if a hotel is
29、 able to fulfilling customer needs, in return they will be satisfied vice versa.Customer satisfaction can be seen as a customer’s perspectives in which his or her needs, wants, and expectations throughout the product or
30、service life cycle have been met or surpassed, bringing about ensuring repurchase and delay unwaveringness (Usta, Berezina & Cobanoglu, 2014). Customer satisfaction is a business beliefs which leads to the creation o
31、f value for customers,anticipating and managing their expectations , demonstrating ability, and responsibility to satisfy their needs (Dominic i & Guzzo, 2010). If the hotel industry can easily understand and satisfy
32、 customer needs, they will conceivably make greater profits than those who fail to satisfy them. Dominici and Gu zzo (2010) also stated that as the cost of attracting new customers is higher than the cost of retainin g t
33、he existing ones, therefore, managers must focus on retaining the existing customers by improving policies and procedure in managing customer satisfaction and customer loyalty. Customer satisfaction is the most important
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網頁內容里面會有圖紙預覽,若沒有圖紙預覽就沒有圖紙。
- 4. 未經權益所有人同意不得將文件中的內容挪作商業(yè)或盈利用途。
- 5. 眾賞文庫僅提供信息存儲空間,僅對用戶上傳內容的表現(xiàn)方式做保護處理,對用戶上傳分享的文檔內容本身不做任何修改或編輯,并不能對任何下載內容負責。
- 6. 下載文件中如有侵權或不適當內容,請與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準確性、安全性和完整性, 同時也不承擔用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- [雙語翻譯]品牌形象外文翻譯--品牌形象對馬來西亞酒店業(yè)客戶滿意度的研究(英文)
- [雙語翻譯]品牌形象外文翻譯--品牌形象對馬來西亞酒店業(yè)客戶滿意度的研究中英全
- 2016年品牌形象外文翻譯--品牌形象對馬來西亞酒店業(yè)客戶滿意度的研究
- 2016年品牌形象外文翻譯--品牌形象對馬來西亞酒店業(yè)客戶滿意度的研究.DOCX
- 2016年品牌形象外文翻譯--品牌形象對馬來西亞酒店業(yè)客戶滿意度的研究(英文).PDF
- 品牌延伸策略對品牌形象的影響【外文翻譯】
- [雙語翻譯]外文翻譯--網絡口碑對品牌形象和購買意愿的影響
- [雙語翻譯]外文翻譯--網絡口碑對品牌形象和購買意愿的影響(英文)
- [雙語翻譯]外文翻譯--網絡口碑對品牌形象和購買意愿的影響中英全
- 商業(yè)銀行品牌形象對顧客滿意度的影響研究.pdf
- [雙語翻譯]vi商標標志設計外文翻譯--標志重新設計對品牌形象影響的探討
- 品牌形象廣告研究.pdf
- csr匹配度對丑聞品牌形象影響研究
- 酒店員工品牌建設行為對品牌形象的影響.pdf
- 服務品牌形象研究.pdf
- 品牌聯(lián)想對母品牌形象回溯影響研究
- 置信品牌形象研究.pdf
- 企業(yè)品牌形象的塑造
- [雙語翻譯]vi商標標志設計外文翻譯--標志重新設計對品牌形象影響的探討(英文)
- 品牌形象對品牌資產影響的實證研究.pdf
評論
0/150
提交評論