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美国酒店业留学作业:品牌形象与顾客忠诚

时间:2018-06-29 08:41来源:www.ukassignment.org 作者:cinq 点击:
本文是美国留学生作业,主要内容是以酒店业作业研究对象,对其品牌形象与顾客忠诚的相关问题进行研究分析。
本文认为品牌和品牌忠诚度已经成为现代企业营销的重要组成部分。因此,消费者感知、品牌形象和市场研究都是发展连续品牌形象的重要组成部分。品牌忠诚度的发展直接影响着当今市场竞争中的服务或产品的市场化和生存性。品牌忠诚度一直被认为是消费者购买行为的重复,在消费者对产品敏感的条件下,更倾向于全球酒店营销。其他观点将品牌忠诚度描述为态度测量。品牌绩效有以下几个方面:质量、价格、信誉、价值、信任和一致性。核心品牌信任和品牌形象功能在消费者忠诚度的发展中起着关键性的作用,其特征在于组织在服务质量上的高度参与。一个组织保持市场地位的能力很大程度上取决于它在留住老客户的同时获得新客户的能力。在服务业中,团队成员对顾客完成服务的能力对于开发顾客忠诚度和提高顾客对服务质量的感知具有重要意义。
 
Introduction 简介
This research paper takes the position that branding and brand loyalty have become an important part of modern day business marketing. Accordingly, consumer perceptions, brand image, and market research are all important components of developing continuous brand image. The development of brand loyalty has a direct impact on today’s marketability and viability of a service or product in today’s competitive market. Brand loyalty has been considered to be the repetition of consumer purchase behaviour under the conditions of the consumer’s sensitivity to a product as on of the more prevailing trends in global hotel marketing (Kayaman and Arasli 2007). Other viewpoints describe brand loyalty as having an attitudinal measurement (Kayaman and Arasli 2007). Brand performance has several aspects: quality, price, credibility, value, trust, and consistency. Delgado-Ballester & Munuera-Aleman (2001) suggested that core brand trust and brand image functions have a key role in developing consumer loyalty and is characterised by high involvement of the organisation in service quality. The ability of an organisation to hold onto a market position is highly based on its ability to gain new customers while retaining old customers. Gunter & Heather (2007) showed that in the service industry, the ability of team members to complete a service to the customer is important in developing customer loyalty and increasing the customer’s perception of service quality.
 
This research explores key performance indicators of brands as they impact consumer loyalty in the hotel industry. This is done by looking at the theories behind brand performance, which include market signalling theory as well as brand identity and brand image. The research examines the efficiency of internal operations of organisations as they impact brand consistency. These components are interrelated with evidence for consumer patronage and consumer loyalty, based on various factors that will be explored as being relative to building (or diminishing) consumer loyalty. The dissertation will utilise secondary research as a literature review to establish the components and relationships between brand identity, consumer loyalty, and brand strategy. The ultimate goal of this research is to describe how consumer’s build expectations and perceptions regarding a particular brand image and how consumer loyalty to a particular hotel can be managed through brand strategy.
 
Rationale 理论基础
Dean (2001) made the conclusion that the hotel industry has suffered in stock value compared to other industries. In 2001, only the Hilton brand was present in the top 100 brand names, with a market value of 1.4 billion dollars (Dean 2001). This shows that there is a need to understand and describe customer loyalty in the hotel industry to further consumer patronage of hotels. The hotel industry, especially in the luxury sector, offers an experience of a product and service. Therefore, it stands to reason that the consistency the brand offers has a strong impact on the consumer’s perception. Kandampully & Suhartanto (2000) showed that hotel consistency should revolve around the internal performance of housekeeping, reception, food and beverages, as well as price and value to be considered competitive and to maintain consumer loyalty. This research is rationalised by the idea that understanding customer loyalty based on satisfaction in these arenas impacts market value, and thus can assist hoteliers in world wide competition.
 
Aims and Objectives 学习目标
The aim of this dissertation is based on the above rationale and is focused on consumer based perceptions of hotel brands. The goal is to explore and examine the factors of customer loyalty, customer satisfaction, and hotel branding for the betterment of organisation’s operating in the hotel industry. Thus, the research aims to develop stronger market value through brand identity and brand image perceptions of the customer. The objectives to reach this aim are to first, describe the relationships between brand identity and customer loyalty through secondary literature review research. The next objective is to utilise primary quantitative survey methods to statistically evaluate the impact of the relationships between customer satisfaction and brand identity on customer loyalty. The end results should lead towards a description of the occurrence of customer loyalty perceptions in the hotel industry based on the factors of brand identity and customer satisfaction described in the literature review.
 
Hypothesis Statement 假设陈述
Based on the aims and objectives of the research, the following hypotheses are to be explored through quantitative data:
 
H1: Consumer loyalty is not related to brand identity in hotels.
 
H1.0: Consumer loyalty is related to brand identity in hotels.
 
H2: Consumer satisfaction is not related to brand image of hotels.
 
H2.0: Consumer satisfaction is related to brand image of hotels.
 
Secondary Literature Review 二次文献综述
The secondary literature review will be conducted to establish the variables and factors that develop the above hypothesis. In this, the research has chosen to utilise mainly scholarly journal databases, including Sage Journals Online, EbscoHost, and Thomspon-Gale. Each of these databases is peer-reviewed and scholarly, as well as international, which allows for a holistic focus on the issues of consumer loyalty from a global viewpoint. The point that each of these journal databases is international is important as this research focuses on the hotel industry as a whole, not on the hotel industry in any particular nation. The research was conducted using the Boolean search terms of ‘brand identity’ and ‘consumer loyalty;’ ‘brand identity’ and ‘consumer satisfaction’; ‘brand image’ and ‘consumer satisfaction’; ‘brand image’ and ‘consumer loyalty’; ‘consumer satisfaction’ and ‘consumer loyalty’; ‘brand identity’ and ‘brand image.’ Results were then sifted through based on date and current relevance to organisational branding, hotel branding, or market branding. This was important to do as some research findings were not related to the actual research, some findings that were unrelated and had to be removed included gender bias, cow procreation, and other unrelated terms. Future secondary literature review research will focus on stronger Boolean search terms to remove unwanted topics and prevent unnecessary time extensions. The secondary literature review is utilised to establish the questions in the quantitative survey as well as to establish relationships between each hypotheses statement.
 
Primary Quantitative Research 初级定量研究
Primary quantitative research was chosen for this study as it allows for statistical and objective evidence to be presented and to accept or reject the stated hypotheses. The choice and rationale for the primary quantitative research is explored further in the methodology section. For this short introduction, quantitative research allows for specific information regarding the occurrences of customer loyalty and satisfaction, which can act as a precursor for further qualitative research later. Furthermore, the use of surveys allows the researcher to make specific and numerically succinct statements regarding the subjects at hand, from the customer’s perception. The research approach is deductive, meaning that it is theory testing rather than inductive, which is theory generating. In this manner the research proposes to accept or reject the hypothesis and establish the relationship between hotel brand identity-image and consumer loyalty-satisfaction.
 
Branding is method of determining an organisation’s competitive position based on consumer perceptions, where the organisation’s position to competitors impacts consumer choices (Daffey and Abratt 2002). In corporations, branding has increased in recent importance, particularly in leisure and travel services, where increased attention has been placed on service branding in hotels, retail, and banking industries (Hatch and Schultz 2003). Research identified the need for branding as it pertains to the brand image and brand identity, which separates the brand based on the internal components of the industry or organisation as well as it is congruent with shared values and meanings identified by both the organisation and consumer perceptions (Hatch and Schultz 2003). Thus, the relationship between brand identity, brand image, and consumer perception for leisure services, such as hotels, has become imperative to describing the marketing needs of an organisation.


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