Service quality and the impact on brand image of budget hotels in Melaka, Malaysia / Muhammad Hasbullah Hanif Tajuddin

Tajuddin, Muhammad Hasbullah Hanif (2016) Service quality and the impact on brand image of budget hotels in Melaka, Malaysia / Muhammad Hasbullah Hanif Tajuddin. [Student Project] (Unpublished)

Abstract

The recent development of a service quality dimensions provides a mechanism for hotel industry (budget hotel) to promote their accommodation. This quality dimensions concept known as SERVQUAL. They offer an approach to measured service quality of budget hotel and build relationship brand image of companies. Despite its remarkable opportunities claimed by many quarters, the perception of brand image towards budget hotels must be comprehensively examined. This research analyzed the perception of brand image of budget hotel based on service quality namely (tangible, reliability, responsiveness, assurance and empathy). The dimension of service quality to understand its role between service qualities toward brand image of budget hotels. The sample random sampling was used to obtain responses from guest of budget hotels in Melaka Tengah. Result revealed that all independent variable (tangible, reliability, responsiveness, assurance and empathy) was significant relationship with dependent variable (brand image). This research is used descriptive analysis, pearson correlation and simple linear regression to make an analysis of four objectives stated in this study.

Metadata

Item Type: Student Project
Creators:
CreatorsID Num. / Email
Tajuddin, Muhammad Hasbullah Hanif2013369375
Subjects: H Social Sciences > HD Industries. Land use. Labor > Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > Service industries
H Social Sciences > HF Commerce > Branding (Marketing)
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing (BA240)
Item ID: 26803
Uncontrolled Keywords: Service quality dimensions; Hotel industry; Melaka
URI: http://ir.uitm.edu.my/id/eprint/26803

Download

[img] Text
PPb_MUHAMMAD HASBULLAH HANIF TAJUDDIN BM M 16_5.pdf

Download (188kB)

Fulltext

Fulltext is available at:
UNSPECIFIED

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year