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Finance and Financial Management
University of Nevada, Las Vegas
Branding (Marketing); Consumer satisfaction; Customer loyalty; Holiday Inns
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The Impact Of Rebranding On Guest Satisfaction And Financial Performance: A Case Study Of Holiday Inn Singapore Orchard City Centre, Pingshan Huang
The Impact Of Rebranding On Guest Satisfaction And Financial Performance: A Case Study Of Holiday Inn Singapore Orchard City Centre, Pingshan Huang
UNLV Theses, Dissertations, Professional Papers, and Capstones
Existing literature has shown that effective branding/ re-branding can positively impact customer purchase preferences and intentions, satisfaction and loyalty and a firm’s financial performance. Building on these links, this paper investigated if there was a significant improvement in the Holiday Inn Singapore Orchard City Centre’s guest satisfaction (OSAT) and financial performance after its rebranding. Paired-samples analyses were conducted on the hotel’s pre- and post-rebranding guest satisfaction, occupancy, average daily rates (ADR), revenue per available room (RevPAR), revenue and net operating profit (NOP). Overall, the results revealed that after the rebranding, HISOCC’s occupancy and RevPAR increased significantly; ADR and OSAT reflected …