International Marketing School of Sustainable Development of Society and Technology Essay

EFO705 Master Thesis in International Marketing School of Sustainable Development of Society and Technology

May 30, 2011

The Study of Consumer’s Post-Purchase Evaluation toward Brand Equity of Five Stars Hotels in Thailand
By

Chonnikarn Dejsiriphun (850329) Kritsana Suviratvithayakit (850711)

Supervisor: Konstantin Lampou Examiner: Ole Liljefors

Table of Content
1. Introduction 1.1 Introduction 1.2 Problem Statement 1.3 Purpose of study 1.4 Strategic Question 1.5 Research Questions 1.6 Thesis Outline 2. Literature Review 2.1 The Characteristics of Brand Equity 2.2 Brand Equity in Service Industry 2.2.1 Brand Loyalty and Service Industry 2.2.2 Brand Awareness and Service Industry 2.2.3 Perceived Quality and Service Industry 2.2.4 Brand Association and Service Industry 2.3 Brand Equity and Thai Hotel Industry 2.4 Post-Purchase Evaluation 2.5 Branding Strategy in Service Industry 2.6 Conceptual Framework 3. Methodology 3.1 Topic Selection 3.2 Research Approach 3.3 Research Method 3.4 Data Collection 3.4.1 Primary Data 3.4.2 Secondary Data 3.5 Limitation of Study 3.6 Sampling Design 3.6.1 Sampling Group 3.6.2 The Set of Measurement 3.7 Validity and Reliability of Measurement 4. Empirical Findings 4.1 The Summary of Brand Equity Finding Results 4.2 The Finding Result of Each Brand Equity Component 4.2.1 Brand Loyalty 1 1 2 3 4 4 4 6 6 7 8 9 10 10 11 11 12 13 15 15 16 16 17 17 17 18 19 19 20 21 22 22 23 23

4.2.2 Brand Awareness 4.2.3 Perceived Quality 4.2.4 Brand Association 5. Analysis 5.1 The Discussion on Brand Equity of Five Stars Hotels in Thailand 5.1.1 Brand Loyalty 5.1.2 Brand Awareness 5.1.3 Perceive Quality 5.1.4 Brand Association 6. Conclusion 7. Recommendation 7.1 Practical Implication 7.2 Suggestion for future research Reference List

26 27 30 32 32 32 33 34 36 37 39 39 40 41

Appendix 1: National Income of Thailand by Industrial Origins: Hotels and Restaurants 47 Appendix 2: The Sample of Observational Categories Appendix 3: Hotel...