The effect of private branding on perception of service quality and satisfaction
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2016
English Abstract
Within the service sector, private brandinghas received relatively little attention compared to the retail sector.
The present study intends not only to fill the existing gap in the literature, but also extend the scope of services under investigationthrough exploring the impact of private branding on service quality and service satisfactionin the hotel industry.
A total of 270 Moroccan workers completed the study’s online questionnaire.
Findings revealed that perception of private brands has a positive effect on perception of service quality, which in turn, plays a role in leveraging service satisfaction.
In light of these results, hotel managers should consider developing private branding strategies in order to improve overall service quality and customer satisfaction
Main Subjects
No. of Pages
42
Table of Contents
Table of contents.
Abstract.
[Chapter One] : Introduction.
[Chapter Two] : Research question.
[Chapter Three] : Literature review.
[Chapter Four] : Methodology.
[Chapter Five] : Questionnaire development and measures.
[Chapter Six] : Data analysis.
[Chapter Seven] : Discussion.
[Chapter Eight] : Theoretical and practical implications.
[Chapter Nine] : Limitations and future research.
References.
American Psychological Association (APA)
Shawqi, Dunya. (2016). The effect of private branding on perception of service quality and satisfaction. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775189
Modern Language Association (MLA)
Shawqi, Dunya. The effect of private branding on perception of service quality and satisfaction. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2016).
https://search.emarefa.net/detail/BIM-775189
American Medical Association (AMA)
Shawqi, Dunya. (2016). The effect of private branding on perception of service quality and satisfaction. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775189
Language
English
Data Type
Arab Theses
Record ID
BIM-775189
