The Effect Of Image And Brand Trust On Repeat Visitation
| dc.contributor.author | Abdulqader Algunaid, Najib Mohammed | |
| dc.date.accessioned | 2017-02-02T02:23:20Z | |
| dc.date.available | 2017-02-02T02:23:20Z | |
| dc.date.issued | 2016-08 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/3643 | |
| dc.subject | The effect of image and brand trust | en_US |
| dc.subject | on Repeat visitation | en_US |
| dc.title | The Effect Of Image And Brand Trust On Repeat Visitation | en_US |
| dc.type | Thesis | en_US |
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