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An Empirical Study In The U.S. Hotel Industry: How Quality Assurance, Customer Satisfaction, Brand Signaling, And Guest Loyalty Impact Revenue, Kevin Morgan
Business Administration Dissertations
The hotel industry is a major area of the U.S. economy, contributing nearly $176 billion to Gross Domestic Product in 2014 (AHLA, 2017). For large hospitality brands (franchisors), quality and customer satisfaction are important in driving customer stays or occupancy. In this study, secondary data from a large hospitality company (with more than 3,600 hotels) with a portfolio of brands were used to explain the relationship between revenue, or RevPAR, and market share (Smith Travel Research [STR] Revenue per Available Room Index or known as RPI), customer satisfaction, and quality assurance moderated by brand signaling and loyalty. Looking through the …
Is Your Brand Going Out Of Fashion? A Quantitative, Causal Study Designed To Harness The Web For Early Indicators Of Brand Value, Maureen S. Cole
Is Your Brand Going Out Of Fashion? A Quantitative, Causal Study Designed To Harness The Web For Early Indicators Of Brand Value, Maureen S. Cole
Business Administration Dissertations
Can Internet search query data be a relevant predictor of financial measures of brand value? Can Internet search query data enrich existing financial measures of brand valuation tools and provide more timely insights to brand managers? Along with the financial based motivation to estimate the value of a brand for accounting purposes, marketers desire to show “accountability” of marketing activity and respond to the customer’s perception of the brand quickly to maintain their competitive advantage and value. The usefulness of the “consumer information processing” framework for brand, consumer and firm forecasting is examined. To develop our hypotheses, we draw from …