Research Paper On Customer Satisfaction

Research Paper On Customer Satisfaction-64
This research was conducted to study the importance of brand image towards customers' satisfaction and to examine whether the brand image influences customers' satisfaction.Thus, this study is valuable because it strengthens further the understanding of what customers really want when choosing a hotel. This is an open access article under the CC BY-NC-ND license ( Peer-review under responsibility of the Universiti Teknologi MARA Sarawak Keywords: brand image; customer satisfaction; hotel industry * Corresponding author. E-mail address: [email protected] 1877-0428 © 2016 The Authors. This is an open access article under the CC BY-NC-ND license (In other words, it means that when the customers assess a brand name, they spontaneously think of the features of a brand.

This research was conducted to study the importance of brand image towards customers' satisfaction and to examine whether the brand image influences customers' satisfaction.Thus, this study is valuable because it strengthens further the understanding of what customers really want when choosing a hotel. This is an open access article under the CC BY-NC-ND license ( Peer-review under responsibility of the Universiti Teknologi MARA Sarawak Keywords: brand image; customer satisfaction; hotel industry * Corresponding author. E-mail address: [email protected] 1877-0428 © 2016 The Authors. This is an open access article under the CC BY-NC-ND license (In other words, it means that when the customers assess a brand name, they spontaneously think of the features of a brand.

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Suhartanto and Kandampully (2003) stated that "...company image also can be an important element in the value equation.company or brand image can support or undermine the value that customer's feel they are getting, and therefore, image can affect loyalty..." (p. Brand image can be translated into what customer could benefit, the realization customer's attributes and the customer's personality traits (Maroofi, Nazaripour, & Maaznezhad, 2012).

Image is developed in the customer's mind through the impacts of promotion, advertisement, public relations, word-of-mouth and customer's encounter with the products and services (Suhartanto & Kandampully, 2 0 03).

The industry was known to be one of the major contributors to many countries (Mohajerani & Miremadi, 2012).

In relation to that, the hotel sector emerged as a subsection of the industry that strengthened the business.

Hence, this research is conducted to study on how brand image could contribute to customer's satisfaction in particular to the Malaysian hotel industry, and therefore, one hypothesis is offered: H1: There is a significant relationship between brand image and customer satisfaction. Saleem and Raja (2014) posited that brand image is a reflection of a brand held in consumer memory.

They added that, in a simple words, brand image is basically what comes into the consumers' mind when a brand is placed in front of the customer.

Therefore, this study has the capacity to offer hotel operators a way to plan, formulate, and decide to what extent they should improve their brand image to compete in the long run. Peer-review under responsibility of the Universiti Teknologi MARA Sarawak doi: 10.1016/j.sbspro.20 1.

Introduction Hospitality and tourism industry worldwide have developed into a truly global industry in which both consumers and producers are spread worldwide.

Citing from the past literature it was found that brand image was among the first constituents that customers will adhere to when selecting accommodation.

In this study, a total of 300 questionnaires were deployed with a 75% response rate.

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