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Brand Management in the Hotel Industry and its Potential for Achieving Customer Loyalty

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Release : 2009-10-14
Genre : Travel
Kind : eBook
Book Rating : 201/5 ( reviews)

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Book Synopsis Brand Management in the Hotel Industry and its Potential for Achieving Customer Loyalty by : Jessica Salver

Download or read book Brand Management in the Hotel Industry and its Potential for Achieving Customer Loyalty written by Jessica Salver. This book was released on 2009-10-14. 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.

Customer Loyalty and Brand Management

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Release : 2019-09-23
Genre : Business & Economics
Kind : eBook
Book Rating : 350/5 ( reviews)

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Book Synopsis Customer Loyalty and Brand Management by : María Jesús Yagüe Guillén

Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén. This book was released on 2019-09-23. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Brand Loyalty with Hospitality Brands

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Release : 2018
Genre :
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Brand Loyalty with Hospitality Brands by : Raouf Rather

Download or read book Brand Loyalty with Hospitality Brands written by Raouf Rather. This book was released on 2018. 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.

Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality

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Release : 2022-02-19
Genre : Business & Economics
Kind : eBook
Book Rating : 086/5 ( reviews)

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Book Synopsis Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality by : Gustavo, Nuno

Download or read book Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality written by Gustavo, Nuno. This book was released on 2022-02-19. Available in PDF, EPUB and Kindle. Book excerpt: As hyper-personalization has yet to be perfected, developing hyper-personalized strategies presents a critical challenge; due to this, optimizing hyper-personalization and designing new processes and business models takes center stage in tourism and hospitality to reach new levels of customer service and experience through the introduction and development of new solutions supported in the internet of things, software interfaces, artificial intelligence solutions, back-end and front-end management tools, and other emergent business intelligence strategies. Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality serves as an essential reference source that emphasizes the importance of hyper-personalization models, processes, strategies, and issues within tourism and hospitality fields with a particular focus on digital IT solutions. More than a simple starting point for a critical reflection on the state of the art of this sector, this book aims to contribute in an objective way to leveraging digital solutions to optimize the concept of hyper-personalization in the tourist experience. The content of this book covers research topics that include digital tourism and hospitality, consumer behavior, customer journey, and smart technologies and is ideal for professionals, executives, hotel managers, event coordinators, restaurateurs, travel agents, tour directors, policymakers, government officials, industry professionals, researchers, students, and academicians in the fields of tourism and hospitality management, marketing, and communications.

Hospitality Marketing Management

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Release : 2009-02-09
Genre : Business & Economics
Kind : eBook
Book Rating : 583/5 ( reviews)

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Book Synopsis Hospitality Marketing Management by : Robert D. Reid

Download or read book Hospitality Marketing Management written by Robert D. Reid. This book was released on 2009-02-09. Available in PDF, EPUB and Kindle. Book excerpt: Completely revised and updated to include more information on Internet marketing, tourism marketing, marketing technology, and international business, Hospitality Marketing Management, Fifth Edition is a comprehensive, core marketing text. This popular textbook explores marketing and themes unique to hospitality and tourism, with a focus on the practical applications of marketing rather than marketing theory. It provides readers with the tools they need to successfully execute marketing campaigns for a hospitality business, no matter what their specialty.

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