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Title
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The Influence of Brand Equity on Customer Satisfaction in the Hotel Industry in Uzbekistan
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Author
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Abstract
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| Purpose – This paper aims to highlight the influence of brand equity on customer satisfaction in the Uzbek Hotel Industry. The main objective of this research is to find strongest indicator of brand equity dimension of customer satisfaction in the Hotel Industry. Methodology– primary and secondary research methods were used in this research. The deductive approach was used for this research. To collect data, survey was conducted and it was distributed to customers of the four and five star rated hotels. Survey was aimed to identify the demographic attributes, opinions about brand equity dimensions related to the hotel as well as their satisfaction level. Findings – from the analysis it was identified that brand equity dimensions have strong association with customer satisfaction in the Hotel industry. Moreover, brand equity dimensions positively influence on customer satisfaction while perceived quality appears as strongest indicator of customer satisfaction. However, based on the results, respondents stated that brand awareness could not effect on customer satisfaction. |
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Language
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English
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Publication
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Advance (SAGE)
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2020
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DOI
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10.31124/ADVANCE.12827657
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Volume/pages
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25 p.
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Full text (Publisher's DOI)
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