Brand Management In The Hotel Industry And Its Potential For Achieving Customer Loyalty

Author : Jessica Salver
Publisher : GRIN Verlag
ISBN 13 : 3640445201
Total Pages : 125 pages
Book Rating : 4.02/5 ( download)

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Download or read book Brand Management in the Hotel Industry and its Potential for Achieving Customer Loyalty written by Jessica Salver and published by GRIN Verlag. This book was released on 2009-10-14 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2005 in the subject Tourism - Hotel Management, grade: 1,0, University resin university for applied sciences, language: English, abstract: Brands are a phenomenon that has been in existence already for centuries. From its original purpose of marking livestock, the concept was later adopted by manufacturers for their products and further developed and adapted to changes in business environments. The original idea of using marks to indicate ownership and origin, however, can be traced back even for millennia to ancient Greek and Rome and early Chinese dynasties. These days, the number of brands is greater than ever. More and more businesses have come to realize the power of brands, and the concept of brand management has consequently gained considerable interest in recent years. Every year the number of new brands registered increases. Fortune magazine suggests that "In the 21st century, branding ultimately will be the only unique differentiator between companies." Initially, the use of brands, or marks respectively, was limited to physical products only. Service brands are comparatively new in the long history of branding. The hotel industry – along with many other services – is lagging behind manufactured goods by decades. For this reason, research on brand management mainly concentrates on this type of products. Literature on service brands is comparatively scarce. Nonetheless, there are great potentials for brand management in the service industry in general and the hotel industry in particular. Hotel services differ from physical goods in many ways. For this reason, research findings and approaches to building and managing brands cannot simply be transferred. The major goal of this work is therefore to examine the concept of brand management, to adapt and apply it to hotel services. In today’s ultra-competitive business environment, customer loyalty is a hot topic. The hotel industry has turned into a buyer’s market. Competition keeps intensifying at steady pace, resulting in a surplus of capacities. As a consequence, the importance of making guests return becomes a critical issue. It is said that brands provide the opportunity to encourage the creation of loyalty among consumers. In comparison to generic products, they are believed to have an advantage in achieving this goal. A second objective of this work is to determine the connection between these two concepts and to investigate the beneficial effects of branding hotel services for the process of establishing loyalty.

Author : Haemoon Oh
Publisher : Routledge
ISBN 13 : 1136399976
Total Pages : 576 pages
Book Rating : 4.78/5 ( download)

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Download or read book Handbook of Hospitality Marketing Management written by Haemoon Oh and published by Routledge. This book was released on 2009-11-04 with total page 576 pages. Available in PDF, EPUB and Kindle. Book excerpt: This handbook consists of 19 chapters that critically review mainstream hospitality marketing research topics and set directions for future research efforts. Internationally recognized leading researchers provide thorough reviews and discussions, reviewing hospitality marketing research by topic, as well as illustrating how theories and concepts can be applied in the hospitality industry. The depth and coverage of each topic is unprecedented. A must-read for hospitality researchers and educators, students and industry practitioners.

Author : David Bowie
Publisher : Taylor & Francis
ISBN 13 : 1136346554
Total Pages : 450 pages
Book Rating : 4.52/5 ( download)

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Download or read book Hospitality Marketing written by David Bowie and published by Taylor & Francis. This book was released on 2013-06-17 with total page 450 pages. Available in PDF, EPUB and Kindle. Book excerpt: This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasises topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities.

Author : Raouf Rather
Publisher :
ISBN 13 :
Total Pages : 11 pages
Book Rating : 4.60/5 ( download)

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Download or read book Brand Loyalty with Hospitality Brands written by Raouf Rather and published by . This book was released on 2018 with total page 11 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hotel operators struggle to satisfy the wants of their customers and subsequently retain them by attempting to know the factors that could build up a strong brand relationships and loyal customer base. Over the recent decade, practitioners have engaged in making and maintaining future connections with customers and regard brand loyalty as their main goal in developing business methods attributable to the increasing market competition. Hospitality brands have progressively recognized that business strategies represent a strategic weapon to secure a competitive edge in the global hotel industry. To extend current understanding of hotel brand management, this study investigates to evaluate the relationships between the four marketing perspectives namely customer brand identification, brand satisfaction, brand commitment and brand loyalty. The data was collected through self-administered survey from 180 respondents of hospitality brands (four and five star hotels) of Jammu and Kashmir, India. Simple random sampling approach was adopted in the study. This paper incorporates the factors that regulate to brand loyalty in marketing literature and provides strategies to hospitality managers for increasing brand loyal customers. The findings reveal that the four variables are significantly related to one another and are useful for hotel operators to promote long-term business success, generate competitive advantages, and differentiate from its competitors in building and maintaining long term relationship with customers of hospitality brands of Jammu and Kashmir, India.

Author : Dogan Gursoy
Publisher : Taylor & Francis
ISBN 13 : 1000624854
Total Pages : 425 pages
Book Rating : 4.54/5 ( download)

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Download or read book Hospitality Marketing written by Dogan Gursoy and published by Taylor & Francis. This book was released on 2022-08-15 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry. The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation, with an emphasis throughout on topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the Internet has had on both marketing and hospitality, using a variety of tools including a wide range of Internet learning activities. This fourth edition has been updated to include: New content on social media marketing, user-generated content, group-buying behaviour, franchising, internationalization, non-predictable factors affecting sales and marketing such as COVID-19, the role of marketing in creating a competitive advantage and the role of events and experiences in marketing New extensive exploration of the role of technology in marketing including the use of artificial intelligence, service robots and the metaverse to develop and deliver service and/or to measure customer experience Updated online resources including a PowerPoint deck, a test bank of questions and added links to YouTube and Instagram content New/updated international case studies including many more from Asian and African destinations This book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning.

Author : Malte Kempen
Publisher : Bachelor + Master Publication
ISBN 13 : 384283389X
Total Pages : 126 pages
Book Rating : 4.90/5 ( download)

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Download or read book Profitable Hotel Guest Management: The Factors Involved in and the Importance of Following a Guest Relationship Approach in the Irish Luxury Hotel Sector written by Malte Kempen and published by Bachelor + Master Publication. This book was released on 2012-07-02 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Introduction: Most literature on marketing contains an exhaustive discussion on the topic of relationship marketing and this concept is now well understood by every marketer. However, valuing customer relationships is usually viewed more vaguely as being a general, desirable and virtuous factor. Like many fields in marketing, there has been a failure to justify adopting such an approach based also on its inherent financial control measures. In this increasingly globalised marketplace (the hospitality sector), it can strike as odd that scholars and researchers have overlooked the differences in CRM handling that exist among different cultures. The aim of this dissertation is to make a contribution to closing the gap between marketing and management perspectives in terms of customer profitability, especially in the luxury hotel sector with regard to their international customer/guest base. The gap is to identify by the management and accounting which customers are profitable and to translate these insights into marketing activities. Companies can control their customer relationships and make sophisticated decisions about which customer relationships should be finished and which are worth retaining, a practice known as Customer Equity. The objectives of this work include: - Identify how investment in customer retention create a Return on Investment. - Allocating marketing spending ratios for long-term profitability. - Identify the methods that managers can use to create customer loyalty. - Explain the links between customer loyalty, customer equity and relationship marketing. - Estimate the role of quality factors within service delivery and after-sales service as above and how they affect customer retention. - Identify the effect of after-sales service as above quality on customers expectations and its impact on customer satisfaction. CRM outline is seen by some as an extended database containing useful information about customers that could be used to help extend sales, while others see it as a tool specifically designed for use on a (one-to-one) basis with each of their customers (Peppers and Rogers, 1999). To implement CRM successfully the TQM, HRM and IT management need to ensure organisational alignment (Reinartz et al., 2004). Building on this statement, Buttle (2004) spells out that: CRM needs to be established in three layers: companywide, factional and customer facing . Inhaltsverzeichnis:Table of Contents: i.able [...]

Author : Vinnie Jauhari
Publisher : CRC Press
ISBN 13 : 1315341999
Total Pages : 229 pages
Book Rating : 4.96/5 ( download)

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Download or read book Hospitality Marketing and Consumer Behavior written by Vinnie Jauhari and published by CRC Press. This book was released on 2017-06-26 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creating memories and joyous experiences for consumers is a key dimension affecting the profitability and growth of a hospitality firm. Drawing on global experiences, this new book looks at the diverse factors that create these positive experiences and provides insight into marketing and consumer behavior in the context of hospitality and tourism. The dynamics of emerging economies has been captured, and some lessons have been drawn from best practices across the globe.

Author : Daria Kleffel
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.90/5 ( download)

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Download or read book Customer Loyalty in the Hotel Industry in the Context of the COVID-19 Pandemic written by Daria Kleffel and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the world drastically changed by COVID-19, the hospitality industry has to face challenges. Travel restrictions and general anxiety significantly modified consumer behavior in the hotel sector. In response, many companies started adapting their loyalty programs not only to reward their loyal guests but also to maintain relationships online and translate the growing feeling of solidarity into trust and brand engagement. Since COVID-19 has largely impacted everyday life and may continue to do so after the completion of this study, there is not enough research about its effects on customer loyalty to the hotels’ brands. This thesis examines the relationship between the pandemic and customer loyalty. Focusing on the perspective of the consumer the researcher analyses individual criteria that impact decision-making in relation to choosing a hotel brand to stay during the pandemic. A qualitative study conducted by means of interviews reveals what kind of beliefs about the hotel brand stimulate loyalty to the brand. The study also investigates to which extent hotels’ marketing activities, as well as safety and security measures, affect loyalty. Implications of this research are obvious for both academic as well as the hospitality industry. On one hand, the results of the study contribute to the body of knowledge about the effects of the pandemic on consumer loyalty and enhance understanding of the link between the two. On the other hand, recommendations for the industry professionals could be developed with regards to strengthening customer relationships, loyalty, brand engagement, and trust.

Author : Robert D. Reid
Publisher : Van Nostrand Reinhold Company
ISBN 13 :
Total Pages : 424 pages
Book Rating : 4.44/5 ( download)

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Download or read book Hospitality Marketing Management written by Robert D. Reid and published by Van Nostrand Reinhold Company. This book was released on 1989 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Covers the major principles of marketing with a practical, applications oriented approach. This is a core marketing text specifically geared for the hospitality student. It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory. Includes coverage of tourism marketing Features new material on marketing technology and it's implications in the hospitality industry Offers international coverage Provides new, applications approach to the discipline of marketing

Author : David Bowie
Publisher : Routledge
ISBN 13 : 0750652454
Total Pages : 364 pages
Book Rating : 4.52/5 ( download)

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Download or read book Hospitality Marketing written by David Bowie and published by Routledge. This book was released on 2004 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book takes a unique approach to outlining marketing processes in the hospitality industry. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry, and approaches the whole process in three stages : before, during, and after. (Midwest).