[雙語翻譯]品牌形象外文翻譯--品牌形象對(duì)馬來西亞酒店業(yè)客戶滿意度的研究（英文）

1、 Procedia - Social and Behavioral Sciences 224 ( 2016 ) 149 – 157 Available online at www.sciencedirect.com ScienceDirect1877-0428 © 2016 The Authors. Published by Elsevier Ltd. This is an open access article

2、 under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of the Universiti Teknologi MARA Sarawak doi: 10.1016/j.sbspro.2016.05.430 6th International Research

3、 Symposium in Service Management, IRSSM-6 2015, 11-15 August 2015, UiTM Sarawak, Kuching, Malaysia A Study of Brand Image towards Customer’s Satisfaction in the Malaysian Hotel Industry Johanudin Lahapa,*, Nur Safiah R

4、amlib, Noraslinda Mohd Saidc, Salleh Mohd Radzid, Razlan Adli Zaine a, b, c Universiti Teknologi MARA, Penang 13500, Malaysia dUniversiti Teknologi MARA, Shah Alam 40450, Malaysia eUniversiti Teknologi MARA, Dungun 23

5、000, Malaysia Abstract Branding 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 inve

6、stment (ROI) can be viably achieved. 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 c

7、ustomers’ satisfaction and to examine 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 adhe

8、re to when selecting accommodation. 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 sat

9、isfaction in the Malaysian hotel industry 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 capa

10、city to offer hotel operators a way to plan, formulate, and decide to what extent they should improve their brand image to compete in the long run. © 2016 The Authors. Published by Elsevier Ltd. Peer-review under

11、 responsibility of Universiti Teknologi MARA Sarawak. Keywords: brand image; customer satisfaction; hotel industry * Corresponding author. Tel.: +6-016-472-1006. E-mail address: j_lahap@yahoo.com.au © 2016 The Aut

12、hors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of the Universiti Teknologi MARA Sarawa

13、k151Johanudin Lahap et al. / Procedia - Social and Behavioral Sciences 224 ( 2016 ) 149 – 157 customer’s perception towards goods and services and it affects customer’s buying decision and behavior. When a cust

14、omer is committed to a brand or toward a company, the customer will cooperate actively and ignore competitors, which sustain company’s profit in a long run (Minsung, Kwang-Ho, & Won-Moo, 2011). As proposed by Schu

15、lz and Omweri (2012) superior quality of services could add value and lead to customer retention and customer loyalty. Organization knows that their profitability is resulted from creating a strong image products or s

16、ervices that leads to customer loyalty (Mirzaee, Rad, & Molavi, 2013). Despite of that Robinot and Giannelloni (2010) debated that satisfaction is essential, however, not sufficient to support customer’s loyalty, i

17、mplying that regardless of the possibility that the hotel guests are satisfied with the service, they will keep on deserting in the event that they accept because they know that they could get a better value, comfort o

18、r quality somewhere else. The corporate image is influenced by service quality and customer satisfaction which in turn influence customer loyalty (Schulz & Omweri, 2012). Janghyeon, Ekinci and Whyatt (2011) further

19、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 (2000) identified two dimensions of

20、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 stimuli. In other words, the hol

21、istic 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 the holistic dimension of hot

22、el 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 facilities and physical environme

23、nt 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, interior design, price, the qua

24、lity of the goods and services provided and also employee performance. 2.2. Customer satisfaction Customer satisfaction became among the most important antecedent that the hotel management needs to achieve while deliver

25、ing 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 word, service provider

26、 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, therefore, hotels are n

27、ot 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 flaws, ergo solvin

28、g 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. Similarly, Torres

29、 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 able to fulf

30、illing 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 service li

31、fe 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 of value

32、 for customers, anticipating and managing their expectations, demonstrating ability, and responsibility to satisfy their needs (Dominici & Guzzo, 2010). If the hotel industry can easily understand and satisfy custo

33、mer needs, they will conceivably make greater profits than those who fail to satisfy them. Dominici and Guzzo (2010) also stated that as the cost of attracting new customers is higher than the cost of retainin g the exi

34、sting 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 cri