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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: P. Yukthamarani Permarupan, Abdullah Al- Mamun, Roselina Ahmad Saufi, Noor Raihani Zainol
Format: Non-Indexed Article
Published: 2013
Online Access:http://discol.umk.edu.my/id/eprint/7855/
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spelling my.umk.eprints.78552022-05-23T10:23:27Z http://discol.umk.edu.my/id/eprint/7855/ Critically evaluating the role of branding, services and strategy on customer loyalty P. Yukthamarani Permarupan Abdullah Al- Mamun Roselina Ahmad Saufi Noor Raihani Zainol 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. 2013 Non-Indexed Article NonPeerReviewed P. Yukthamarani Permarupan and Abdullah Al- Mamun and Roselina Ahmad Saufi and Noor Raihani Zainol (2013) Critically evaluating the role of branding, services and strategy on customer loyalty. International Business and Management, 7 (1). pp. 35-40. ISSN 1923-8428
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description 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.
format Non-Indexed Article
author P. Yukthamarani Permarupan
Abdullah Al- Mamun
Roselina Ahmad Saufi
Noor Raihani Zainol
spellingShingle P. Yukthamarani Permarupan
Abdullah Al- Mamun
Roselina Ahmad Saufi
Noor Raihani Zainol
Critically evaluating the role of branding, services and strategy on customer loyalty
author_facet P. Yukthamarani Permarupan
Abdullah Al- Mamun
Roselina Ahmad Saufi
Noor Raihani Zainol
author_sort P. Yukthamarani Permarupan
title Critically evaluating the role of branding, services and strategy on customer loyalty
title_short Critically evaluating the role of branding, services and strategy on customer loyalty
title_full Critically evaluating the role of branding, services and strategy on customer loyalty
title_fullStr Critically evaluating the role of branding, services and strategy on customer loyalty
title_full_unstemmed Critically evaluating the role of branding, services and strategy on customer loyalty
title_sort critically evaluating the role of branding, services and strategy on customer loyalty
publishDate 2013
url http://discol.umk.edu.my/id/eprint/7855/
_version_ 1763303900515926016
score 13.211869

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