Abstract
In tourism marketing, pricing and advancement tools are very important and have a direct impact on customer satisfaction, customer loyalty, and brand equity of travel agencies. Each marketing activity affects brand equity, and knowing how marketing activities contribute to or hurt brand equity, allows ...
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In tourism marketing, pricing and advancement tools are very important and have a direct impact on customer satisfaction, customer loyalty, and brand equity of travel agencies. Each marketing activity affects brand equity, and knowing how marketing activities contribute to or hurt brand equity, allows marketing managers to develop effective marketing plans. In this study, in order to investigate the relationship between the price promotion and the brand equity of travel agencies, at first, by examining the literature, tools for promoting price and brand equity dimensions were identified. Also, based on existing theories, a conceptual model was developed in the form of five main hypotheses and four sub-hypotheses. In order to achieve the research goals, a sample of 461 passengers of travel agencies was selected to answer the questionnaire using convenience sampling. The validity of the questionnaire was confirmed by using a confirmatory factor analysis. Also, the validity or reliability of the questionnaire was confirmed using the Cronbach's alpha coefficient. Data then were analyzed by multivariate analysis of variance (MANOVA) and one-way analysis of variance (ANOVA). Based on the analysis of the collected data, the price promotion and its tools, including cash discounts, volume discounts, price warranties, free services, frequent purchasing discounts and promotional gifts are positively related with brand equity as well as its four dimension that includes brand loyalty, perceived quality, brand awareness and brand association. The results of the study indicate that of the 6 price promotion tools in the research, free services and frequent purchasing discounts, are the most important and special gifts have the least priority in promoting the brand equity of travel agencies. Further; executive suggestions and subsequent studies were explained.
Abstract
The purpose of this study is to investigate the effect of customer brand identification on brand equity in hotel services. In this regard after extensive study of literature, a new model was designed. This research is descriptive and of survey type and using available sampling method. The sample size ...
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The purpose of this study is to investigate the effect of customer brand identification on brand equity in hotel services. In this regard after extensive study of literature, a new model was designed. This research is descriptive and of survey type and using available sampling method. The sample size consists of 384 Iranian guests of Abbasi hotel in Isfahan. To analyze the data and test the research hypotheses, structural equations modeling using Smart PLS software has been used. Findings of this research show that customer brand identification has a direct and significant effect on service quality, perceived value and brand trust. Furthermore, service quality, perceived value and brand trust have a direct and significant effect on brand loyalty. Finally, service quality, brand loyalty and
Akbar Pourfaraj; Abolfazl Tajzade Namin; Rahil Alipourianzadeh
Volume 8, Issue 21 , April 2013, , Pages 89-106
Abstract
In marketing texts, value equity, brand equity, and relationship equity are frequently discussed as the three main dimensions of customer equity, which directly influence companies’ profitability. Satisfaction, the consequent loyalty, the repeated purchasing by customers, and finally the profitability, ...
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In marketing texts, value equity, brand equity, and relationship equity are frequently discussed as the three main dimensions of customer equity, which directly influence companies’ profitability. Satisfaction, the consequent loyalty, the repeated purchasing by customers, and finally the profitability, are objectives of all service and non-service organizations, which can be achieved by programming and continuously surveying on marketing activities.The present research is a survey type research and uses questionnaire to measure the effects and relationships of three major principles of equity with satisfaction level apprehended by domestic tourists that had stayed at least one night in one of the five-star hotels of Tehran in our research period. The sample population includes 267 individuals. Data were statistically analyzed by structural equation modeling. Results have manifested direct and meaningful effects of value equity, brand equity and relationship equity variables on the tourists' satisfaction level. 44% of the changes in the customers' satisfaction were reported to be due to these three variables, therefore it is proposed to improve these three dimensions of customer equity in order to increase and enhance tourists' satisfaction.
