文章基本信息

标题：BRAND PERSONALITY DIMENSIONS AND THEIR EFFECTS ON CUSTOMER SATISFACTION IN KUALA LUMPUR HOTELS
本地全文：下载
作者：Zurinawati Mohi ; Zurinawati Mohi ; Nadiah Abu Zaireen 等
期刊名称：Journal of Tourism, Hospitality and Culinary Arts
印刷版ISSN：1985-8914
电子版ISSN：2590-3837
出版年度：2014
卷号：6
期号：1
页码：37-47
语种：English
出版社：Penerbit UiTM Malaysia
摘要：Sincerity, excitement, competence, sophistication and ruggedness are the dimensions of brand personality. It is the aim of this study to apply the same dimensions on hotel brands as to test whether the dimensions would reflect the hotel’s personality and eventually affect customers’ satisfaction. Using a quantitative approach, data gathered through surveys on the guests of five-star hotels in Kuala Lumpur. Descriptive statistics, correlation analysis and regression analysis were used in this study. From the five dimensions, sincerity had higher scores, and it is believed that brand personality is adaptable to hotel brands. From this study, the hospitality industry will be benefited with the essential understanding of the brand personality impact on customers’ satisfaction.
关键词：brand personality;customer satisfaction;five-star hotels