The Effect Of Image And Brand Trust On Repeat Visitation
Loading...
Date
2016-08
Authors
Abdulqader Algunaid, Najib Mohammed
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The increasing global competition has led to an intensively highly
competitive market among the service industries which represent the majority of
today’s service sector economy. This scenario is also applied to hotel industry. The
hotel industry is a large industry contributing substantially to global economies and
providing employment for many million people worldwide. Given the size and
economic significance of this industry, it is important to understand the aspects of
business performance that persuade customers to pay repeat visitation. Positioning
hotels through appropriate hotel image is important to understand how it is perceived
by its customers and to differentiate themselves from the competitors. This study
attempted to investigate the relationship of five dimensions of hotel image (pricing
policy, access convenience, corporate identity, contact personnel and the service
experience) in predicting repeat visitation. Brand trust was introduced as mediation
between hotel image and repeat visitation. This study was narrowed down to study
hotel image of 4-star hotels. Data were collected from hotel guests by using selfadministrated
questionnaire, and a total of 356 usable responses were analysed. The
findings indicate that only service experience, one of the five the dimensions of hotel
image, was found to have a positive relationship with repeat visitation. The results
support the mediation effect of brand trust on the relationship between two
dimensions of hotel image: (1) service experience and (2) corporate identity with
repeat visitation.
Description
Keywords
The effect of image and brand trust , on Repeat visitation