The Effect of Brand Identification on the Assessment of Hotel Brands and Development of Customer Loyalty (Case Study: Hotels of Gilan Province)

The Effect of Brand Identification on the Assessment of Hotel Brands and Development of Customer Loyalty (Case Study: Hotels of Gilan Province)

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Part of #The Effect of Brand Identification on the Assessment of Hotel Brands and Development of Customer Loyalty (Case Study: Hotels of Gilan Province)# :

Publishing year : 2016

Conference : 7th International Conference on Economics and Management

Number of pages : 5

Abstract: Today, increasing competition, especially in services, has led to paying more attention to mainstreaming customers and to try to attract new customers, which, in turn, become more urgent for the organization's survival, along with severe market competition, rising customer expectations and desire. For meeting high levels of their expectations. Any organization in which levels of customer satisfaction and loyalty are low and the customer base has been eroded, causing loss of market shares to look for ways to improve its customer satisfaction and loyaltyIn highly competitive hotel industry, where products and services have reached the Commodity Status (Mattila, 2006) hoteliers are required to find ways to set their products and services apart from others (Choi and Chu, 2001). This leads to the use of branding strategies as a source of differentiation (Pappu et al., 2005) and the competitive advantage (Kim and Kim, 2005) making brandingone of the most dominant trends in the global hotel industry (Kayaman and Arasli, 2007) .Building strong hotel brands creates value for both the firm and the customer. From the hotel'sperspective, a strong brand enhances the property's market value (O'Neill and Xiao, 2006) financialperformance (Kim and Kim, 2005; Kim et al., 2003; Kwun and Oh, 2007) and other key performanceindicators such as (Forgacs, 2003). Research also indicates that branded hotels achieve higher net operating income during economic growth (O'Neill and Carlback, 2011). From the customer's perspective, strong hotel brands reduceperceived risks and search costs (Kayaman and Arasli, 2007) and provide a signal of quality assurance (Prasad and Dev, 2000), which simplifies customer's pre-purchase evaluation of the service.