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Understanding Service Differences across Hotel Brand of Origin

MAG Scholar Conference 2011: Riding The Asian Wave, May 29 - June 1, 2011.
Proceeding from JBPTPPOLBAN / 2018-01-08 13:15:21
Oleh : Dwi Suhartanto (
Dibuat : 2018-01-08, dengan 1 file

Keyword : Brand of Origin, Brand Loyalty, Customer Satisfaction, Perceived Value, Service Quality, Brand Image

This study reports an assessment of perceived service differences based on brand of origin (international and domestic brands) in the hotel industry context. This study endeavours to extend recent advances in services marketing theory on service evaluation constructs: service quality, customer satisfaction, perceived value, brand image, and brand loyalty to the international and domestic brand level of analysis. The results, drawn from sample four-star hotels, show that international hotel guests perceived better on all constructs tested compared to that of domestic hotel guests. This finding indicates that customers' loyalty behaviour in four-star hotels tends to be driven by economical and rational consideration, rather than by culture, ethnocentrism, or a nationalism factor.

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