The other finding of the study was the positive and significant relationship

The other finding of the study was the positive and

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The other finding of the study was the positive and significant relationship between brand loyalty and brand image. One of the first steps in maintaining customer brand loyalty is to build and sustain a positive brand image or vice versa in hotel industry. Managerial implications Customer based brand equity is not only valuable tool for hotel practitioners but also for other service industry practitioners to evaluate their marketing efforts. Necessary feedback can be obtained from consumers for this evaluation will aid in: identifying service product related problems; identifying advertising/positioning problems; and also providing feedback to the employees on where improvements need to be made. Customer based brand equity scale gives service industry managers a structured approach for formulating their branding strategies. Its straightforward approach illustrates how different components and their relations contribute to branding strategies effectiveness. As managers often have limited resources (e.g. money, time, and manpower) to implement branding strategies, this framework helps them to prioritize and allocate resources across brand equity components. In the means of brand equity components, findings of the current study have also important implications for the service industry managers: The managers can increase their hotel’s brand awareness through various marketing efforts such as advertising, direct mail, trade press, word-of-mouth communication, and promotion activities (Grover and Srinivasan, 1992) and as a result they may increase their customer’s service quality, loyalty and image as well as profitability of their organizations. Today the major challenge for the service industry is tangibilizing the intangible. As a part of the service industry, hotels face the same challenge as well. Therefore managers of the hotel organizations should formulate strategies for tangibilizing their intangible service offerings. One of the strategies that can be used by the hotel managers is using attractive physical features and creating an elegant atmosphere for the service provided. In the highly competitive hospitality industry, the key to increasing and preserving market share is not just winning new customers but also keeping them. Brand loyalty is one of the most important competitive survival tools because loyal customers provide; repeat business, higher market shares and profits, referrals, and competitive advantage (Tepeci, 1999). Having a brand loyal customer profile in the service industry is crucial. One of the strategies of having such a customer profile is creating a unique environment in the service organization in which physical, service delivery and employee variables are all well balanced. The staff’s politeness and timely service has a positive impact on customer loyalty meaning that customer perceptions are mainly influenced by the Customer based brand equity 105
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employee’s behavior and attitudes. For this reason, human resource policies like
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