柯南和灰原哀接吻,红旗渠香烟,猪鼻龟的饲养
|
Chart 1 Total Response Per Question
Chart 2, total responses, shown below, exemplifies the total number of responses per category of Identity, Image, Loyalty and Satisfaction. In this chart, the highest total of positive responses are found in customer loyalty, where the lowest are found in brand image.
Chart 2 Total Response Per Category
Chart 3: Statistical data shows the normative statistical data for each category based on total responses. In this it can be shown that the results were made with a 95% confidence level to have the highest standard error in loyalty and satisfaction, largely due to the higher instance of standard deviation. The wide range of responses beneath Identity, satisfaction and loyalty indicates that the instances of responses are more inclined towards variance than beneath image, this may indicate that participants have stronger variable responses in these three categories than in the image category, which scored lowest in all instances except median response. This is likely because image had the highest frequency of negative responses.
Conclusion 结论
The research set out to prove or disprove the casual relationships between brand identity-image and customer loyalty-satisfaction. The research found that there is a strong relationship between brand identity and customer loyalty, signifying that when organisations support brand identity awareness then customer loyalty should increase. Furthermore, the relationship between brand image and customer satisfaction was found to be non-existent, signifying that the customer’s perception of a brand’s image does not necessarily equate customer satisfaction.
Thus, as hotel consumers seek reliable quality of service through hotel brands that they can identify with, the perception of service quality is as significant as the consumer’s previously held belief about the brand’s identity (Dube and Reneghan 2000). As noted in the literature review, the occurrences of a hotel brand image towards the quality of service may have increased gaps where the consumer’s level of satisfaction when placed against the consumer’s preconceived notions of the brand’s externally presented image (Dube and Reneghan 2000).
The ability of a hotel to operate based on the perception of the brand image may not hold as much significance as the customer’s attitude towards satisfaction with the brand image. In turn this means that consumers who seek out a particular service quality when faced with a specific hotel brand image may find increased gaps in service due to the consumer’s perception, rather than due to the organisation’s brand identity. Therefore, it can be concluded here that what the consumer perceived to be the tenets of satisfaction, noted in the literature review as having the components of cognition, attitude, and behaviour, may not be congruent with the organisation’s external presentation of a brand’s identity, which in essence leads to the brand image perceived by the customer.
|
