The effects of hotel’s brand personality dimensions on customer’s satisfaction in Kuala Lumpur hotels / Nadiah Abu Zaireen

Personality dimensions, namely, sincerity, excitement, competence, sophistication and ruggedness (Aaker, 1997), are applied to brands of products. 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 even...

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主要作者: Abu Zaireen, Nadiah
格式: Thesis
語言:English
出版: 2013
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在線閱讀:https://ir.uitm.edu.my/id/eprint/16692/2/TM_NADIAH%20ABU%20ZAIREEN%20HM%2013_5.pdf
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spelling my-uitm-ir.166922019-02-22T07:18:55Z The effects of hotel’s brand personality dimensions on customer’s satisfaction in Kuala Lumpur hotels / Nadiah Abu Zaireen 2013 Abu Zaireen, Nadiah Customer services. Customer relations Personality dimensions, namely, sincerity, excitement, competence, sophistication and ruggedness (Aaker, 1997), are applied to brands of products. 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 impacted on customers’ satisfaction. Using a quantitative approach, the data gathered through questionnaires which were distributed to the guests of five-star hotels in Kuala Lumpur. Descriptive statistics, correlation and regression analysis were used to analyze the data. From the five dimensions, sincerity had higher scores and it is the most influential dimension. As for ruggedness dimension, it has the no influence at all towards the customer satisfaction. It is also believed that brand personality is adaptable to hotel brands in the Malaysian context. From this study, the hospitality industry will have a better understanding of the brand personality of their hotel and its relationship to customers’ satisfaction. For future research, it is hope to test hotels in different states in Malaysia and also other category of lodging in other developing countries. 2013 Thesis https://ir.uitm.edu.my/id/eprint/16692/ https://ir.uitm.edu.my/id/eprint/16692/2/TM_NADIAH%20ABU%20ZAIREEN%20HM%2013_5.pdf text en public mphil masters Universiti Teknologi MARA Faculty of Hotel and Tourism Management
institution Universiti Teknologi MARA
collection UiTM Institutional Repository
language English
topic Customer services
Customer relations
spellingShingle Customer services
Customer relations
Abu Zaireen, Nadiah
The effects of hotel’s brand personality dimensions on customer’s satisfaction in Kuala Lumpur hotels / Nadiah Abu Zaireen
description Personality dimensions, namely, sincerity, excitement, competence, sophistication and ruggedness (Aaker, 1997), are applied to brands of products. 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 impacted on customers’ satisfaction. Using a quantitative approach, the data gathered through questionnaires which were distributed to the guests of five-star hotels in Kuala Lumpur. Descriptive statistics, correlation and regression analysis were used to analyze the data. From the five dimensions, sincerity had higher scores and it is the most influential dimension. As for ruggedness dimension, it has the no influence at all towards the customer satisfaction. It is also believed that brand personality is adaptable to hotel brands in the Malaysian context. From this study, the hospitality industry will have a better understanding of the brand personality of their hotel and its relationship to customers’ satisfaction. For future research, it is hope to test hotels in different states in Malaysia and also other category of lodging in other developing countries.
format Thesis
qualification_name Master of Philosophy (M.Phil.)
qualification_level Master's degree
author Abu Zaireen, Nadiah
author_facet Abu Zaireen, Nadiah
author_sort Abu Zaireen, Nadiah
title The effects of hotel’s brand personality dimensions on customer’s satisfaction in Kuala Lumpur hotels / Nadiah Abu Zaireen
title_short The effects of hotel’s brand personality dimensions on customer’s satisfaction in Kuala Lumpur hotels / Nadiah Abu Zaireen
title_full The effects of hotel’s brand personality dimensions on customer’s satisfaction in Kuala Lumpur hotels / Nadiah Abu Zaireen
title_fullStr The effects of hotel’s brand personality dimensions on customer’s satisfaction in Kuala Lumpur hotels / Nadiah Abu Zaireen
title_full_unstemmed The effects of hotel’s brand personality dimensions on customer’s satisfaction in Kuala Lumpur hotels / Nadiah Abu Zaireen
title_sort effects of hotel’s brand personality dimensions on customer’s satisfaction in kuala lumpur hotels / nadiah abu zaireen
granting_institution Universiti Teknologi MARA
granting_department Faculty of Hotel and Tourism Management
publishDate 2013
url https://ir.uitm.edu.my/id/eprint/16692/2/TM_NADIAH%20ABU%20ZAIREEN%20HM%2013_5.pdf
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