Hospitality Management
Hospitality Management
Effect of Branding and Customer Loyalty on Hotel Industry in Hong Kong
Name: Joy W
Tutor’s Name:
9/1/2010
Abstract:
The hotel industry consist of a wide range of fields within the service sector that provides various hospitality facilities including accommodation, food and beverage, business meetings and events, leisure amenities, entertainment and recreation and tourism services. Being one of the dominating sectors in the service industry, hotel and hospitality services plays a big role in contributing to the economy of a country. In recent years, one of the most important factors affecting the hotel industries along with the entire service sector is considered to be branding. A successful branding strategy provides the business and organisation with great opportunities to achieve high managerial and financial performance and create a strong customer relationship, which are essential aspects for the survival in the industry. To lead the domestic market and be a part of the global market, the hotel groups take initiatives to create and maintain customer relationship through building a unique and strong brand image.
This study aims to investigate on how and to what extent branding affects the level of customer satisfaction focusing on the hotel industry in Hong Kong by examining the attribution of branding and its relation to customer loyalty through a wide secondary research and a number of case studies with consistent and correct referencing. A primary research will also be conducted in the form of questionnaires among a number of customers who have recently travelled to Hong Kong to collect information that would support the secondary research. An extensive analysis and evaluation of the findings will be enclosed afterwards.
At the end a critical evaluation of the sources of information and method used would be made and any possible suggestion on how the process could have been improved would be mentioned with a complete summarised
Effect of Branding and Customer Loyalty on Hotel Industry in Hong Kong
Name: Joy W
Tutor’s Name:
9/1/2010
Abstract:
The hotel industry consist of a wide range of fields within the service sector that provides various hospitality facilities including accommodation, food and beverage, business meetings and events, leisure amenities, entertainment and recreation and tourism services. Being one of the dominating sectors in the service industry, hotel and hospitality services plays a big role in contributing to the economy of a country. In recent years, one of the most important factors affecting the hotel industries along with the entire service sector is considered to be branding. A successful branding strategy provides the business and organisation with great opportunities to achieve high managerial and financial performance and create a strong customer relationship, which are essential aspects for the survival in the industry. To lead the domestic market and be a part of the global market, the hotel groups take initiatives to create and maintain customer relationship through building a unique and strong brand image.
This study aims to investigate on how and to what extent branding affects the level of customer satisfaction focusing on the hotel industry in Hong Kong by examining the attribution of branding and its relation to customer loyalty through a wide secondary research and a number of case studies with consistent and correct referencing. A primary research will also be conducted in the form of questionnaires among a number of customers who have recently travelled to Hong Kong to collect information that would support the secondary research. An extensive analysis and evaluation of the findings will be enclosed afterwards.
At the end a critical evaluation of the sources of information and method used would be made and any possible suggestion on how the process could have been improved would be mentioned with a complete summarised
Bibliography: downtown hotels.org. (2010). Hong Kong downtown hotels. Retrieved August 28, 2010, from downtownhotels.org: http://www.downtownhotels.org/Hongkong.php East, R. (1997). Consumer Behaviour. Essex: Pearson Education Limited. Entrepreneur. (2007). Definition of Branding. Retrieved September 02, 2010, from Entrepreneur: http://www.entrepreneur.com/encyclopedia/term/82248.html Government of the Hong Kong Special Administrative Region. (2010). Half-yearly economic report 2010. Retrieved August 25, 2010, from hkeconomy: http://www.hkeconomy.gov.hk/en/pdf/er_10q2.pdf -------------------------------------------- [ 2 ]. http://www.news.gov.hk/en/category/businessandfinance/100427/html/100427en03005.htm [ 3 ]. http://www.news.gov.hk/en/category/businessandfinance/100427/html/100427en03005.htm