Abdulqader Algunaid, Najib Mohammed
(2016)
The Effect Of Image And Brand Trust On Repeat Visitation.
PhD thesis, Universiti Sains Malaysia.
Abstract
Peningkatan persaingan di peringkat global menyebabkan saingan pasaran
yang semakin sengit dalam kalangan industri perkhidmatan, yang mewakili
kebanyakan ekonomi sektor perkhidmatan masa kini. Senario ini boleh diaplikasikan
bagi industri perhotelan. Industri perhotelan merupakan industri penyumbang
terbesar kepada ekonomi global dan menyediakan peluang pekerjaan kepada jutaan
insan di seluruh dunia. Berdasarkan kesignifikanan saiz dan ekonomi industri ini,
maka adalah penting untuk memahami aspek prestasi perniagaan yang mendorong
para pelanggan atau pengguna melawatnya secara berulang kali. Kepentingan
menonjolkan sesebuah hotel melalui imej yang sesuai adalah penting untuk
memahamai bagaimana ia diterima oleh pengguna dan untuk membezakannya
daripada pesaing lain. Kajian ini bertujuan mengkaji kesan daripada lima dimensi
imej hotel (harga, dasar / polisi, kemudahan capaian, identiti korporat, hubungan
personel dan pengalaman –daripada perkhidmatan) dalam meramal lawatan secara
berulang. Kepercayaan terhadap jenama diperkenalkan sebagai pemboleh ubah atau
variabel pengantara di anatara imej hotel dan lawatan secara berulang. Kajian ini
ditumpukan khusus untuk mengkaji empat buah hotel bertaraf 4-bintang.
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.
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