Critically evaluating the role of branding, services and strategy on customer loyalty
Nowadays, customers becoming fastidious while choosing hotel as their lodging during vacation or trip. This study examined the relative importance of hotel factors in relation to customers’ overall satisfaction levels with their experience in the hotel and the likelihood of returning to the same hot...
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| Main Authors: | , , , |
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| Format: | Non-Indexed Article |
| Published: |
2013
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| Online Access: | http://discol.umk.edu.my/id/eprint/7855/ |
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| Institution: | Universiti Malaysia Kelantan |
| Summary: | Nowadays, customers becoming fastidious while choosing
hotel as their lodging during vacation or trip. This study
examined the relative importance of hotel factors in relation
to customers’ overall satisfaction levels with their experience
in the hotel and the likelihood of returning to the same
hotel. Using a cross-sectional design, this study examined
how Branding, Services, and Strategy influence customers’
loyalty. Data was collected from 187 tourists. Findings of
this study indicated that branding and services provided
by hotels has a significant positive effect on consumer
loyalty. Managers should therefore emphasize on service
and branding in order to build long term relationship need
to maintaining customer’s loyalty, which is crucial for the
survival in today’s competitive business environment. |
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