Conclusion and Recommendations
The main aim of this research was to determine differential impact of customers’ perceptions
regarding SERVQUAL dimensions on their hotel brand loyalty. Based on study findings, it
can be concluded that customers’ perceptions regarding hotel brand quality dimensions such
as “tangibles”, “reliability” and “empathy” contributed to build their brand loyalty.
Interestingly, favorable perceptions on hotel tangibles predicted relatively stronger brand
loyalty than did reliability and empathy perceptions.
Today, competition is a primary challenge in the hospitality industry and the solution lies not
only in increasing market share, and then preserving it accordingly, but also keeping the mintact with the brand. As discussed earlier, in highly competitive war-field, a brand loyal
customer profile is critical for a hotel brand. Our study recommends a stronger role of service
quality and one of the strategies to create such a loyal customer profile is to develop a unique
ambiance, an exclusive tangibilized atmosphere and a service delivery ensuring empathy and
reliability. The staff’s politeness, responsiveness, timely service and empathy plays a strong
positive role in instigating a sense of belongingness in the customers; which means a strong
brand loyalty because employee’s behavior and attitude shape customers’ overall perceptions
about the brand.
This study also has several limitations. Firstly, this study targeted only four/five-star hotels.
So the results cannot be generalized on the entire hotel industry. Secondly, conducting this
research by using probability sampling method will compensate the limitation of nonprobability
sampling method used in this study. In spite of a lot of literature on brand equity,
it has been difficult to offer a full description of the nature of the hotel brand equity construct.
To the best knowledge of the researchers, this research examined the impact of only two
dimensions of brand equity for hotels. Still, there may be some other dimensions that have
not been identified in the conceptual framework of this study. There is a dire need to extend
this study to the categories in chain restaurant, cafe and motel settings.
Conclusion and RecommendationsThe main aim of this research was to determine differential impact of customers’ perceptionsregarding SERVQUAL dimensions on their hotel brand loyalty. Based on study findings, itcan be concluded that customers’ perceptions regarding hotel brand quality dimensions suchas “tangibles”, “reliability” and “empathy” contributed to build their brand loyalty.Interestingly, favorable perceptions on hotel tangibles predicted relatively stronger brandloyalty than did reliability and empathy perceptions.Today, competition is a primary challenge in the hospitality industry and the solution lies notonly in increasing market share, and then preserving it accordingly, but also keeping the mintact with the brand. As discussed earlier, in highly competitive war-field, a brand loyalcustomer profile is critical for a hotel brand. Our study recommends a stronger role of servicequality and one of the strategies to create such a loyal customer profile is to develop a uniqueambiance, an exclusive tangibilized atmosphere and a service delivery ensuring empathy andreliability. The staff’s politeness, responsiveness, timely service and empathy plays a strongpositive role in instigating a sense of belongingness in the customers; which means a strongbrand loyalty because employee’s behavior and attitude shape customers’ overall perceptionsabout the brand.This study also has several limitations. Firstly, this study targeted only four/five-star hotels.So the results cannot be generalized on the entire hotel industry. Secondly, conducting thisresearch by using probability sampling method will compensate the limitation of nonprobabilitysampling method used in this study. In spite of a lot of literature on brand equity,it has been difficult to offer a full description of the nature of the hotel brand equity construct.To the best knowledge of the researchers, this research examined the impact of only twodimensions of brand equity for hotels. Still, there may be some other dimensions that havenot been identified in the conceptual framework of this study. There is a dire need to extendthis study to the categories in chain restaurant, cafe and motel settings.
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