Research Proposal - Service Quality

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HOTEL BRAND IMAGE AND CUSTOMER LOYALTY SERVICE QUALITY [A] Purpose / Problem Statement Different factors influence guests to be loyal to a specific brand. This is because a lot of 5 star hotels around the world offered the same facilities and concepts. Service Quality plays an important role in order to determine guest demands and expectations towards a hotel. There is a gap in brand equity literature as to what is meant by hotel brand equity, what perspective it should be viewed from, and how it should be operationalized. This research aim to have valuable information for the operationalization of a customer based equity components and how they interact with each other in the system of hotel industry [B] Research Objectives / Questions The paper aims to explore interrelations of the four brand equity components, brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer-based hotel brand loyalty. 3 questions have developed for the study of the stated topic and title. [C] Theoretical Framework & Hypothesis Brand awareness, brand associations, perceived quality, brand loyalty and other proprietary assets were the five assets of brand equity proposed by Aaker (1991). Keller (1993) referred to brand equity as the differential effect of brand knowledge in terms of two core components, brand awareness and brand image. As perceived quality is decomposed into its five components (tangibility, reliability, responsiveness, assurance and empathy), hypotheses involving perceived quality have also been divided to show the relationship between each component with other customer-based brand equity variables. [D] Research Design Mix Methods approach (Quantitative & Qualitative Approach) to be used for this research paper. Quantitative mainly is the questionnaires which distribute to the

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