Brand personality dimensions and their effects on customer satisfaction in Kuala Lumpur hotels / Zurinawati Mohi …[et al.]

Mohi, Zurinawati and Zaireen, Abu and Sulaiman, Maimunah (2014) Brand personality dimensions and their effects on customer satisfaction in Kuala Lumpur hotels / Zurinawati Mohi …[et al.]. Journal of Tourism, Hospitality & Culinary Arts, 6 (1). pp. 37-44. ISSN 1985-8914 , 2590-3837

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Abstract

Sincerity, excitement, competence, sophistication and ruggedness are the dimensions of brand personality. It is the aim of this study to apply the same dimensions on hotel brands as to test whether the dimensions would reflect the hotel’s personality and eventually affect customers’ satisfaction. Using a quantitative approach, data gathered through surveys on the guests of five-star hotels in Kuala Lumpur. Descriptive statistics, correlation analysis and regression analysis were used in this study. From the five dimensions, sincerity had higher scores, and it is believed that brand personality is adaptable to hotel brands. From this study, the hospitality industry will be benefited with the essential understanding of the brand personality impact on customers’ satisfaction.

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Item Type: Article
Creators:
Creators
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Mohi, Zurinawati
UNSPECIFIED
Zaireen, Abu
UNSPECIFIED
Sulaiman, Maimunah
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Consumer satisfaction
T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 , 2590-3837
Volume: 6
Number: 1
Page Range: pp. 37-44
Official URL: https://www.jthca.org/
Item ID: 44616
Uncontrolled Keywords: brand personality, customer satisfaction, five-star hotels
URI: https://ir.uitm.edu.my/id/eprint/44616

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44616

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