Critically Evaluating the Role of Branding, Services and Strategy on Customer Loyalty

P. Yukthamarani Permarupan, Abdullah Al- Mamun, Roselina Ahmad Saufi, Noor Raihani Binti Zainol

Abstract


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.
Key words: Branding; Services; Strategy; Customer Loyalty; Hotels; Malaysia

Keywords


Branding; Services; Strategy; Customer Loyalty; Hotels; Malaysia

Full Text:

PDF


DOI: http://dx.doi.org/10.3968%2Fj.ibm.1923842820130701.1145

Refbacks

  • There are currently no refbacks.


Reminder

How to do online submission to another Journal?

If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.


We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; ibm@cscanada.net; ibm@cscanada.org

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures
Address: 730, 77e AV, Laval, Quebec, H7V 4A8, Canada

Telephone: 1-514-558 6138
Http://www.cscanada.net
Http://www.cscanada.org
E-mail:caooc@hotmail.com