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

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DOI: http://dx.doi.org/10.3968/j.ibm.1923842820130701.1145

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