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Analysis of brand loyalty: a case study in 5-star business hotels in Jakarta

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Brand loyalty is regarded as an ultimate goal for a company sets for branded products (Giddens, 2010; McMains, 2011). This is mainly due to the basic reason in any attempts that brand image is not enough to maintain the positive long-term business performance. Perhaps, it would be better to build a relationship and engagement with the existing customers. Discussing brand loyalty means a business should have to consider the process and influencing factors. Seeing it as a necessity, this thesis attempts to note the influencing factors of brand loyalty, that focusing on brand image, SERVQUAL, perceived value, customer satisfaction, and trust and personalization. Also, the study hopes to reveal the strongest factor. This thesis focuses on surveys of selected five star international-chained business hotels in Jakarta. Thus, the methodology used quantitative and qualitative methods, with 166 respondents from eight hotels. As the result found that brand image, customer satisfaction, and trust and personalization influences to brand loyalty in hotels. And the most influential factor is brand image at 46.40%. Based on this study brand image improvement should be maximized in operations to increase the guests' loyalty though all of the other influencing factors should not to be forgotten or valued less.

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Availability

B01237

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Available

Detail Information

Series Title

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Call Number

1237

Publisher

: Swiss German University., 2012

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

HTM

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