The role of supplementary services in enhancing customer-based brand equity : an applied study on five star hotels in Cairo City
Joint Authors
Nafi, Wajih
al-Hurani, Wisam Hamdan Ahmad
Source
[Journal of the Faculty of Arts]
Issue
Vol. 9, Issue 1 (30 Jun. 2021)32 p.
Publisher
University of Sadat City Faculty of Commerce
Publication Date
2021-06-30
Country of Publication
Egypt
No. of Pages
32
Main Subjects
Topics
Abstract AR
ركز هذا البحث على فهم أهمية الخدمات التكميلية ودورها في تعزيز العلامة التجارية لدى العملاء في الفنادق الخمس نجوم بمدينة القاهرة في مصر.
و لتحقيق ذلك تناول البحث بعض المفاهيم مثل الخدمات التكميلية و أبعادها و مفهوم و أبعاد العلامة التجارية لدى العملاء.
Abstract EN
This research focused on understanding the important of Supplementary Services (SS) and its role in enhancing Customer-Based Brand Equity (CBBE) in Five-stars Hotels in Cairo city in Egypt.
In order to achieve this, the research dealt with the concepts of SS, its dimensions and CBBE concepts and its dimensions.
The field study dealt with the role of SS in enhancing and improving CBBE by preparing a survey list and distributing it to 384 customers who benefit from the services provided in the five-star hotels in Cairo using the sample method due to the large size of the population where the received and correct lists reached 300 survey lists and survey responses were 78% .
The statistical analysis was carried out by means of a number of statistical methods and tests, such as the confirmatory factor analysis method, multiple regression and correlation analysis and one-way ANOVA method.
The research reached to a number of results the most important of them is there is a positive statistically significant relationship between the dimensions of SS (information, order taking, billing, payment, consultation, hospitality, safe keeping and exception) and CBBE.
In light of the results of the research, it was possible to reach a set of recommendations, the most important of which are, (1) the need for officials in the five-star hotels under study to provide SS that value-enhancing services such as (hospitality consultation - exception), (2) the need for attention of those responsible for the hotel's brand image, preservation of its history and reputation, and attention to everything that makes the hotel's image appropriate.
However, the scope of this study, the methods used in it, and its findings indicate that there are areas for further future studies.
American Psychological Association (APA)
Nafi, Wajih& al-Hurani, Wisam Hamdan Ahmad. 2021. The role of supplementary services in enhancing customer-based brand equity : an applied study on five star hotels in Cairo City. [Journal of the Faculty of Arts]،Vol. 9, no. 1.
https://search.emarefa.net/detail/BIM-1350853
Modern Language Association (MLA)
Nafi, Wajih& al-Hurani, Wisam Hamdan Ahmad. The role of supplementary services in enhancing customer-based brand equity : an applied study on five star hotels in Cairo City. [Journal of the Faculty of Arts] Vol. 9, no. 1 (Jun. 2021).
https://search.emarefa.net/detail/BIM-1350853
American Medical Association (AMA)
Nafi, Wajih& al-Hurani, Wisam Hamdan Ahmad. The role of supplementary services in enhancing customer-based brand equity : an applied study on five star hotels in Cairo City. [Journal of the Faculty of Arts]. 2021. Vol. 9, no. 1.
https://search.emarefa.net/detail/BIM-1350853
Data Type
Journal Articles
Language
English
Notes
-
Record ID
BIM-1350853