The Effect Of Image And Brand Trust On Repeat Visitation

• Main Author: Abdulqader Algunaid, Najib Mohammed
• Format: Thesis
• Language: English
• Published: 2016
• Subjects: HD28-70 Management. Industrial Management
• Online Access: http://eprints.usm.my/32229/1/NAJIB_MOHAMMED_ABDULQADER_ALGUNAID_24%28NN%29.pdf; http://eprints.usm.my/32229/

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.