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Previous Research On Brand Image Marketing Essay

By the terminal of 2010, the Malaysian Association of Hotels recorded a sum of 515 hotels with 98,238 hotel suites to provide to tourist reachings MAH Press Release, 2010. Its committedness towards the industry is really encouraging, and has aroused many hotel operators to endeavor harder in bettering the quality of their service and stepped up its development. In the extremely competitory market environment with an copiousness of new trade names, hotel ironss have to reenforce their trade name image in order to enable clients to separate the hotel from among their rivals. Long-run mutual relationships between clients and the hotel is going increasingly of import because of the extremely positive correlativity between clients ‘ overall satisfaction degrees and considerable perennial invitee rates.

The intent of this research is to analyze the relationships between trade name image perceptual experiences in footings of image based benefits and client satisfaction in Traders Hotel, Penang, Malaysia. Traders Hotel is ranked thirty-fifth most preferable hotel manner belongings within the country of Georgetown. This paper is organized in the undermentioned subdivision. First, a brief reappraisal of literature reappraisal in the country of relationship between trade name image and client satisfaction. Next is the methodological analysis to implement the research and research determination analysis. This is following by treatment and deduction of the consequence. Last, this paper besides provides some recommendations to hotel sellers specifically for branding schemes based on the proposed consequence.

1.2 Statement of Problems

Nowadays one of the biggest challenges for directors in the hotel industry is to supply and prolong client satisfaction. Largely all clients required for quality merchandises and service in the hotel industry. The importance of service quality in both domestic and international markets is progressively recognised in analogue with economic development and increasing criterions of life. The cordial reception industry, particularly hotels, which has a high degree of client contact is non an exclusion to this observation ( Claver, Tari , & A ; Pereira, 2006 ; Soutar, 2001 ) . Hotel operators need to make alone and typical service benefits to transcend clients ‘ outlooks and therefore clients able to interpreting their experiences into a favourable trade name image.

1.3 Research Aims

The chief aim of this research is to analyze the relationship between the trade name image and client satisfaction in hotel industry. The research effort to mensurate the trade name image benefits from the client perceptual experience. It is critical to measure the trade name association from the client point of position in order to supply some suggestions and place new branding scheme for the selling director to accomplish farther sweetening in hotel industry.

1.4 Research Questions

This research presents the quantitative findings from the survey, which sought to reply the undermentioned research inquiries based on the aim of the survey.

Q1. What is the relationship between trade name image benefits and client satisfaction?

Q2. What is the fluctuation in trade name image benefits and client satisfaction in hotel industry between demographics profile:

( a ) gender

( B ) age

( degree Celsius ) business

( vitamin D ) instruction degree

( vitamin E ) income degree

1.5 Research Hypotheses

Hypothesis 1: There is a positive relationship between trade name image benefits and client satisfaction.

Hypothesis 2: There is a important difference in trade name image benefits and client satisfaction between gender.

1.6 Significance of Research

The important of this research provide better penetration to analyze the impact of trade name image benefit on client satisfaction which is received by the client from the interpersonal relationship and benefit comes from the purchase purpose of the client. Besides that, the research will develop better chance for hotel sellers to bring forth a wider range of cognition on trade name image benefits and be prepared with the right stigmatization schemes for future challenges.

1.7 Scope and Limitations of Research

This research focused on analyzing the trade name image benefits and client satisfaction relation. An grounds survey was investigated in Traders Hotel, Penang and the population of the research was convinced to national random consumers who had remaining experiences in Traders Hotel.

There are several restrictions recognized in this research. First, the little set of image based benefits set the restriction of the ability to generalise what is found in this survey to the general industry. The theoretical account of this survey merely focused on three chief trade name image benefits ( functional, symbolic and experiential ) delivered to clients. Future research should be choosing for big graduated table of image based benefits such as societal and environmental benefits.

Second, this survey relates to a generalisation of the findings. The survey conducted studies for Traders Hotel, which is four star evaluation hotel in Georgetown, Penang. As a consequence, the findings of this survey are limited in generalisations to other hotels and cordial reception companies. The proposed theoretical account of this survey requires more dependable trials by carry oning research in different hotel types such as five star hotels and resorts. Different hotel class or specific hotel trade names may do different consequences. Therefore, future research could measure the theoretical account ‘s pertinence across a wider scope of assorted hotel ironss and types.

1.8 Operational Definition of Footings

Brand image

Brand image is the point of position of the clients about a trade name. It can be defined as a set of believe and alone package of association in the clients mind.

Magid and Cox ( 2006 ) thought that trade name image included client responses to trade name name, mark, or feeling and besides represented the symbol of the merchandise quality.

Ballantyne et Al. ( 2005 ) defined trade name image as the stuff belongings associated with the trade name, such as the merchandise name and the wadding, which could do net incomes or sense for clients and aid or increase depicting the features.

Brand image benefits

Keller ( 1993 ) described that trade name image benefits can be classified into functional, experiential and symbolic benefits. The functional benefits are related to the intrinsic advantages of merchandise or services ingestion and normally correspond to the merchandise related properties. Experiential benefits refer to “ what it felt like to utilize the merchandise or services and normally correspond to the merchandise related properties ” , while symbolic benefits were associated with the underlying demands for societal blessing or personal look and outer-directed self-pride and fundamentally corresponded to non-product related properties.

Customer satisfaction

Customer satisfaction is a map of sensed public presentation and outlooks. If the public presentation exceeds outlook, the clients are extremely satisfied or delighted.

Kotler and Keller ( 2006 ) suggested that the satisfaction of a client depended on the public presentation of the goods conforming to the outlook of the client after buying.

Customer satisfaction is typically defined as a station ingestion appraising opinion refering a specific merchandise or service ( Gundersen, Heide and Olsson, 1996 ) .

1.9 Drumhead

The biggest challenges for directors in the hotel industry are to supply and prolong client satisfaction. Hotel operators need to make alone and typical service benefits to transcend clients ‘ outlooks and therefore clients able to interpreting their experiences into a favourable trade name image. The chief aim of this research is to analyze the relationship between the trade name image and client satisfaction in hotel industry. The research effort to mensurate the trade name image benefits from the client perceptual experience. This research presents the quantitative findings from the survey, in which research inquiries and hypothesis has been makes based on the aim of the survey.

2.1 Introduction

A trade name is really a promise given by the company to its consumer about what the merchandise can give to the consumer. A trade name acts an of import function for a company in their attempt to fulfill its consumer ( Campbell, 2002 ) . A research is needed to look into a hotel trade name place in their consumer ‘s head. Therefore, the surveies on trade name image, client satisfaction and relationships between trade name image and client satisfaction every bit good as demographic variables need to be identified.

2.2 Previous research on trade name image

Harmonizing to the Kotler ( 2001 ) , trade name image is the set of beliefs, thought and feeling that individual hold sing as an object, in the other manus trade name image is the set of perceptual experience about a trade name as reflected by trade name association in memory. Meanwhile, Robert and Patrick ( 2009 ) stated that most trade name image was subjectively sensed image, which was interpreted from the reason or the sensitiveness of clients.

Keller ( 1993 ) defined trade name image as summing up of trade name associations in the memory of consumer which leads him towards trade name perceptual experience and trade name association including trade name properties, trade name benefits and trade name attitude. Keller ( 1993 ) besides described that trade name image benefits can be classified into functional, experiential and symbolic benefits, which was originally derived from the work of Park et Al. ( 1986 ) . Kandampully & A ; Suhartanto ( 2000 ) supported by categorised functional image in footings of image properties including location, physical installations, interior design, monetary value, the quality of goods and services provided and staff public presentation. Experiential benefits refer to what it felt like to utilize the merchandise or services and normally correspond to the merchandise related properties. On the other manus, symbolic trade name image is likely to be referred to by non merchandise related properties of the trade name and acquired from extrinsic features of the trade name to fulfill higher-level demands of clients to increase their ego regard ( Keller, 1993 ) . Consequently, characteristics such as ambiance, repute, external visual aspect, and the layout can be illustrations of symbolic trade name image attributes ( Kandampully & A ; Suhartanto, 2000 ) .

2.3 Previous research on client satisfaction

Chi ( 2007 ) mentioned that client satisfaction was the consequence of the client purchase and the usage of service. Joewono and Kubota ( 2007 ) pointed out that client satisfaction resulted from the measuring of merchandises and service harmonizing to the client ‘s old experiences every bit good as the overall rating on the consuming experience. Lin ( 2007 ) indicated that an endeavor supplying a good service quality could truly fulfill the diverse demands of clients, and client satisfaction was the overall rating of the merchandise and the service based on the client ‘s past experiences.

Harmonizing to Zeithaml and Bitner ( 2000 ) , client satisfaction as an overall rating on the existent merchandise and the intangible service that service quality merely focused on the measuring of individual dimension while client satisfaction was multidimensional measurings, which included service quality, merchandise quality, scenario factor, personal factor, and monetary value factor. Szymanski and Henard ( 2001 ) noted that old research on consumer ‘s satisfaction focused chiefly on the effects of outlooks, disconfirmation of outlooks, public presentation, affect, and equity on satisfaction.

2.4 Previous research on relationship between trade name image and client satisfaction

Some of the research has been found that favourable trade name image ever helpful to take client satisfaction in order to make loyal client base. Graeff ( 1996 ) mentioned that, when the client ‘s self-image was more similar to the trade name image, client satisfaction would be affected. Furthermore, Rory ( 2000 ) pointed out that, with the building of good trade name image, clients were likely to increase the satisfaction of use, and would wish to urge to others.

Harmonizing to Gu ( 2005 ) , client satisfaction and trade name features presented significantly positive relation that client satisfaction was the provided service higher than the outlook of the client so that the client was satisfied ( Sang, 2009 ) . Na, Marshall, and Keller ( 1993 ) argued that image can non be measured by attribute measurings entirely but must include measurings of consumers ‘ perceptual experiences of the value and benefits come-at-able from utilizing the trade name. This indicated the importance of analyzing the consequence of image based benefits ( i.e. functional, symbolic and experiential benefits ) on consumer ‘s satisfaction.

2.5 Demographic variables

Surveies on client satisfaction indicated that younger coevalss and clients with higher educational background and higher income tended to higher client satisfaction ( Day and Landon, 1977 ; Zaichowsky and Liefeld, 1977 ; Bearden and Mason, 1984 ) . Singh ( 1990 ) found that, beside ages, demo-graphic variables had limited account. However, Que ( 1990 ) showed in his research that the demographic variables had no noteworthy relation to the satisfaction of clients.

2.6 Theoretical model of survey

Harmonizing to the brief reappraisal of literature related to the subject, this survey proposed that the trade name image has a positive relationship with the client satisfaction in hotel. This implies that the different trade name image benefit viz. functional, symbolic and experiential may act upon the client satisfaction. In add-on, the comparatively of trade name image and client satisfaction in hotel industry presents important difference because of demographic profile. The proposed theoretical model for this survey has been design and the development of hypothesis is discussed.

2.7 Drumhead

The construct of trade name images the reasoned or emotional perceptual experiences of the clients which they associate with a peculiar trade name. Therefore, trade name image is one of the cardinal constituents that enable hotel companies to derive a superior advantage among others. Brand image benefits can be classified into functional, experiential and symbolic benefits. The favourable trade name image ever leads client satisfaction in order to make loyal client base. With the building of good trade name image, clients were likely to increase the satisfaction of use, and would wish to urge to others. The demographic variables besides found that had noteworthy relation to the satisfaction of clients.

3.1 Introduction

This subdivision describes the methodological analysis used to turn to the research inquiries presented in old chapter. It gives inside informations of the research design, topics and instrument. Besides that, the methods of roll uping informations and informations analyzing description for research been listed.

3.2 Research Design

The chief intent of study research design to depict the attitudes, involvements, perceptual experiences, or behaviours of the population generalize from a sample to a population. A quantitative information was collected through self-administered questionnaire, including Likert graduated tables of each variable and demographic profile. The questionnaire was distributes to respondents by online. Online study is more convenience for respondents because they can reply inquiries on their agenda, at their gait, and can even get down a study at one clip or can salvage it and complete subsequently. The responses were processed automatically and stored electronically. This makes information analysis become easier because of the consequences of the online study are ready to be accessed at any clip. Besides that, online study can salvage cost of distribution. Rather than distributes by utilizing big sum of paper, on-line study is inexpensive manner to eliminated unneeded costs.

3.3 Population and sample

This research had chose Traders Hotel as the research topic. Traders Hotel is one of the Prime Minister concern hotels in the bosom of George Town and had been established the feeling of good service with sensible monetary value. Predictably, Traders Hotel leaves much positive feeling to its clients. The population for this survey included the clients who had been stayed in Traders Hotel. A random sampling was employed in this survey so that there is no discriminatory intervention in choice to avoid prejudice. The sample chosen for the survey included 60 respondents from Kampar occupants and pupils from Tunku Abdul Rahman College those majored in Hotel Management class. They were selected as they were experiences in Traders Hotel and qualified to measure the trade name image benefits delivered to them.

3.4 Research Instrument

An on-line study questionnaire was drafted in English and designed based on the relevant literature, preliminary survey, and lectors ‘ suggestions. A three-part questionnaire for the survey was developed in order to mensurate the research variables. It gathered information about client perceptual experience on trade name image benefits and overall client satisfaction about Traders Hotel. A sum of 15 inquiries on trade name image benefits were asked on portion 1 and the respondents responded on a Likert graduated table which ranged from 1 for ( Strongly Agree ) to 5 for ( Strongly Disagree ) . Part 2 contained inquiries sing the overall client satisfactions in Traders Hotel and were rated on a 5-point Likert graduated table from 1 ( Strongly Agree ) to 5 ( Strongly Disagree ) . The last portion chiefly generated information about respondents ‘ demographic feature, such as age, gender, business, degree of instruction, and income degree. ( Refer to Appendix 1 )

The pilot trial was conducted in order to find the dependability of the questionnaire. After fixing a bill of exchange, the pre-test performed by clients who were experiences with the Traders Hotel services. In order to corroborate the dependability of the questionnaire, Cronbach ‘s Alpha coefficient was used. In the pre-test phase, 10 questionnaires were distributed and the Cronbach ‘s Alpha coefficient was calculated equal to 0.88. ( Refer to postpone 3.1 ) The values of Cronbach ‘s Alpha for the graduated tables and measurings were more than 0.70, hence the values were considered acceptable and dependable.

For the dependability of the variable used, all variables were found to demo satisfactory Cronbach ‘s Alpha value equal to 0.90 ( Refer to Postpone 3.2 ) . Therefore, all variables are considered dependable. Reliability was estimated by calculating the correlativity between all the 23 points.

3.5 Methods of Collecting Data

This research carried out in the signifier of on-line study questionnaire. The cooperation of the respondents needed to execute the informations aggregation procedure. The questionnaire distributed to the respondents with a random sampling program. When clients agreed to take part, they were given a study questionnaire nexus by online. The questionnaire will so be collected and informations analysis be performed.

3.6 Methods of Analysing Data

The Statistical Package for the Social Sciences ( SPSS ) had been applied for informations analysis. The Pearson R Correlation Coefficient method used to analyse hypothesis 1. T trial and One-way Anova were used to analyse research hypothesis 2.

3.7 Drumhead

An on-line study questionnaire was drafted in English. A three-part questionnaire for the survey was developed in order to mensurate the research variables. This research had chose Traders Hotel as the research topic. The population for this survey included the clients who had been stayed in Traders Hotel. The sample chosen for the survey included 60 respondents from Kampar occupants and pupils from Tunku Abdul Rahman College those majored in Hotel Management class. They were selected as they were experiences in Traders Hotel. The Statistical Package for the Social Sciences ( SPSS ) for had been applied for informations analysis.

4.1 Introduction

This subdivision focuses on the research findings by utilizes The Statistical Package for the Social Sciences ( SPSS ) package. Assorted trials were applied through the usage of SPSS to analyze the informations and the trials were the dependability statistics trial, T-test, correlativity analysis, and One-Way ANOVA.

4.2 Research Findingss

The Statistical Package for the Social Sciences ( SPSS ) had been applied for informations analysis. The Pearson R Correlation Coefficient method used to analyse hypothesis 1. T trial and One-Way Anova were used to analyse research hypothesis 2.

4.2.1 Hypothesis proving

Hypothesis 1: There is a positive relationship between trade name image benefits and client satisfaction.

Hypothesis 1 was tested by utilizing the Pearson R Correlation Coefficient correlativity. The table 4.1 indicated that the correlativity between trade name image benefits and client satisfaction is 0.88** with a corresponding p-value of 0.00 based on 60 participants. The consequences showed R ( 58 ) = 0.88, P & lt ; 0.01, hence there is a relationship which affirms that the two variables are positively related to population. The coefficient of finding: r the correlativity between trade name image benefits and client satisfaction of the respondent = 0.88 and r2 = the coefficient of finding = ( 0.88 ) 2 = 0.77. Therefore 77 % of the discrepancy in trade name image benefits of the respondent can be explained by client satisfaction of the respondents.

Table 4.1 Correlations between trade name image benefits and client satisfaction

Measure Customer satisfaction mean

Brand image benefit average 0.88** 0.00

Hypothesis 2: There is a important difference in trade name image benefits and client satisfaction between demographic profiles ( gender, age, business, instruction degree and income degree )

Gender

Independent T-Test was used to prove if there is any important difference in trade name image benefits and client satisfaction between gender. The p-value for the Levene ‘s trial of equal discrepancies showed the P & gt ; 0.05 agencies that the equal population discrepancies were assumed ( Refer to postpone 4.2 ) .

Table 4.2 Levene ‘s trial Equality of Discrepancies

Levene ‘s Test for Equality of Discrepancies

Sig.

Brand Image Benefits Mean

Equal discrepancies assumed

0.05

The consequences shown in table 4.3 indicated that the ( t= -1.15, p= 0.26 ) . Since the P-value is 0.26 is more than 0.05. The consequences indicated that there is no important difference in trade name image benefits and client satisfaction between gender.

Table 4.3 T-test for Equality of Means

T- trial for Equality of Means

Brand Image Benefits Mean

T

df

Sig.

-1.15

58

0.26

The One-way Anova was used to prove if there is any important difference in trade name image benefits and client satisfaction between age, business, instruction degree and income degree.

Age

The p-value for the Levene ‘s trial of equal discrepancies showed the P & lt ; 0.05 agencies that the equal population discrepancies were non assumed ( Refer to postpone 4.4 ) . Therefore, Brown-Forsythe was selected to prove the non assume equal discrepancies between the group and the consequence showed the p-value is 0.29 ( Refer to postpone 4.5 ) .

Table 4.4 Levene ‘s trial Equality of Discrepancies

Trial of Homogeneity of Discrepancies

Brand Image Benefits Mean

Levene Statistic

df1

df2

Sig.

7.323

3

56

0.00

Table 4.5 Brown-Forsythe trial

Robust Trials of Equality of Means

Brand Image Benefits Mean

Statistica

df1

df2

Sig.

Brown-Forsythe

1.610

3

5.408

0.29

Table 4.6 indicated that there was a important difference for age, F= ( 1, 3 ) = 3.29, P & lt ; 0.05 and a important for trade name image benefits mean, F= ( 2, 56 ) = 3.29, P & lt ; 0.05. This consequence indicated that there is a important difference in trade name image benefits and client satisfaction between age group.

Table 4.6 Anova trial for Brand Image Benefits Mean

Analysis of variance

Brand Image Benefits Mean

Sum of Squares

df

Mean Square

F

Sig.

Between Groups

2.738

3

.913

3.293

0.03

Within Groups

15.517

56

.277

Entire

18.255

59

Occupation

The p-value for the Levene ‘s trial of equal discrepancies showed the P & gt ; 0.05 agencies that the equal population discrepancies were assumed ( Refer to postpone 4.7 ) .

Table 4.7 Levene ‘s trial Equality of Discrepancies

Trial of Homogeneity of Discrepancies

Brand Image Benefits Mean

Levene Statistic

df1

df2

Sig.

1.047

2

57

0.358

Table 4.8 indicated that there was a important difference for business, F= ( 1, 2 ) = 6.96, P & lt ; 0.01 and a important for trade name image benefits mean, F= ( 2, 57 ) = 3.29, P & lt ; 0.01. This consequence indicated that there is a important difference in trade name image benefits and client satisfaction between businesss.

Table 4.8 Anova trial for Brand Image Benefits Mean

Analysis of variance

Brand Image Benefits Mean

Sum of Squares

df

Mean Square

F

Sig.

Between Groups

3.583

2

1.792

6.96

0.00

Within Groups

14.671

57

.257

Entire

18.255

59

Education degree

The p-value for the Levene ‘s trial of equal discrepancies showed the P & lt ; 0.05 agencies that the equal population discrepancies were non assumed ( Refer to postpone 4.9 ) . Therefore, Brown-Forsythe was selected to prove the non assume equal discrepancies between the group and the consequence showed the p-value is 0.23 ( Refer to postpone 4.10 ) .

Table 4.9 Levene ‘s trial Equality of Discrepancies

Trial of Homogeneity of Discrepancies

Brand Image Benefits Mean

Levene Statistic

df1

df2

Sig.

3.841

3

56

0.01

Table 4.10 Brown-Forsythe trial

Robust Trials of Equality of Means

Brand Image Benefits Mean

Statistica

df1

df2

Sig.

Brown-Forsythe

1.644

3

13.750

0.23

Table 4.11 indicated that there was a important difference for instruction degree, F= ( 1, 3 ) = 2.29, P & gt ; 0.05 and a important for trade name image benefits mean, F= ( 2, 56 ) = 2.29, P & gt ; 0.05. This consequence indicated that there is no important difference in trade name image benefits and client satisfaction between instruction degrees.

Table 4.11 Anova trial for Brand Image Benefits Mean

Analysis of variance

Brand Image Benefits Mean

Sum of Squares

df

Mean Square

F

Sig.

Between Groups

1.991

3

.664

2.29

0.09

Within Groups

16.264

56

.290

Entire

18.255

59

Income degree

The p-value for the Levene ‘s trial of equal discrepancies showed the P & lt ; 0.05 agencies that the equal population discrepancies were non assumed ( Refer to postpone 4.12 ) . Therefore, Brown-Forsythe was selected to prove the non assume equal discrepancies between the group and the consequence showed the p-value is 0.10 ( Refer to postpone 4.13 ) .

Table 4.12 Levene ‘s trial Equality of Discrepancies

Trial of Homogeneity of Discrepancies

Brand Image Benefits Mean

Levene Statistic

df1

df2

Sig.

5.249

3

56

0.00

Table 4.13 Brown-Forsythe trial

Robust Trials of Equality of Means

Brand Image Benefits Mean

Statistica

df1

df2

Sig.

Brown-Forsythe

2.243

3

33.539

.101

Table 4.14 indicated that there was a important difference for instruction degree, F= ( 1, 3 ) = 2.01, P & gt ; 0.05 and a important for trade name image benefits mean, F= ( 2, 56 ) = 2.01, P & gt ; 0.05. This consequence indicated that there is no important difference in trade name image benefits and client satisfaction between income degrees.

Table 4.14 Anova trial for Brand Image Benefits Mean

Analysis of variance

Brand Image Benefits Mean

Sum of Squares

df

Mean Square

F

Sig.

Between Groups

1.777

3

.592

2.01

0.12

Within Groups

16.478

56

.294

Entire

18.255

59

4.3 Drumhead

Harmonizing to the research determination, the trade name image benefits significantly affect client satisfaction. The statistical consequences discovered that three trade name image benefits viz. functional, symbolic and experiential has a positive consequence on client satisfaction.

This consequence provided supported the hypothesis 1.

The analysis consequences revealed that demographics profile such as gender, instruction degree and income degree have no important difference on trade name image and client satisfaction. The others such as age and business have a important difference on trade name image benefits and client satisfaction. This consequence provided merely partly supported the hypothesis 2.

5.1 Introduction

In this survey, the relationships among trade name image and client satisfaction were investigated in Traders Hotel. Research theoretical account was strongly confirmed by the collected information. The three dimensions of trade name image benefits strongly influence on client satisfaction. This subdivision focuses on the consequences treatments, theoretical and practical deductions and some valuable suggestions based on the proposed consequence.

5.2 Discussions

The aim of this research is to analyze the relationship between the trade name image and client satisfaction in hotel industry. Based on the research consequences, the trade name image benefits significantly affect client satisfaction. The statistical consequences discovered that three trade name image benefits viz. functional, symbolic and experiential has a positive consequence on client satisfaction. These consequences consistent with old survey and seemed to back up other findings found in the literature. For case, Rory ( 2000 ) pointed out that, with the building of good trade name image, clients were likely to increase the satisfaction of use, and would wish to urge to others. Harmonizing to Gu ( 2005 ) , client satisfaction and trade name features presented significantly positive relation that client satisfaction was the provided service higher than the outlook of the client so that the client was satisfied ( Sang, 2009 ) .

However, the consequences do non supply empirical support for all the demographic features related hypothesized relationships. The analysis consequences revealed that demographics profile such as gender, instruction degree and income degree have negative impact on trade name image and client satisfaction. The others such as age and business have a important discrepancy on trade name image benefits and client satisfaction. The consequences contradicted with old survey. For illustration, Day and Landon, 1977 ; Zaichowsky and Liefeld, 1977 ; Bearden and Mason, 1984 indicated that younger coevalss and clients with higher educational background and higher income tended to higher client satisfaction. However, the consequences are contrasted with suggestion by Que ( 1990 ) that showed in his research that the demographic variables had no noteworthy relation to the satisfaction of clients.

5.3 Theoretical Deductions

This survey contributes to apprehension of client perceptual experience on trade name image and its measuring by analyzing the dimensions of trade name image benefit viz. functional, symbolic and experiential benefit. The dealingss between these dimensions and client satisfaction were tested. Functional benefits originate from the touchable properties that a clients may straight see when devouring the merchandises or services such as friendly staff and convenient location of hotel. Symbolic benefits referred to non merchandise related properties of the trade name which acquired from extrinsic features of the trade name to carry through higher-level demands of clients such as the repute and ambiance of hotel. Experiential benefits refer to feeling of clients after devouring the merchandises or services such as the degree of pleasance and felicity. Hotel operators should guarantee that all merchandises and services offered to invitees affecting and run into their outlooks.

5.4 Practical Deductions

The practical deduction of this survey draws attending to the issue of client satisfaction in the hotel industry and so necessitate for corporation of directors to establish schemes that would farther profit the formation of trade name image and the development of hotel. A alone and extraordinary service benefits should be make to transcend clients ‘ outlooks, therefore clients able to change over their experiences into a discriminatory trade name image. In an attempt to do it, hotel operators need to engage forces that have proper accomplishments in cordial reception services, client attention services, providing and direction, and other relevant accomplishments aimed at guaranting and heightening client satisfaction.

5.5 Suggestions

First, hotel director need to place what facets of image are of import to clients and adjust their offer consequently. A good manner to acquired clients feedback, hotel encourages to affect a friendly environment where the clients can show their feeling and sentiment, for illustration a suggestion box can be placed in the response desk to roll uping client ‘s feedback.

Second, selling director of Trader Hotel must concentrate on the client services offer. In using on client services as the chief selling scheme, Traders Hotel should make a well-thought program to accomplish first-class services, and appraisal should be done to do certain all staff members are ever following the service protocols set by hotel.

Last but non least, Traders Hotel should recognize the importance of staff preparation and development. Professional trained staff contributes as a possible tool to heightening public presentation degree and pulling clients to the hotel. It is an investing non merely good to hotel but besides indispensable to staff. Hotel staff able to developing new accomplishments to assist them better understanding client ‘s demands and wants.

5.6 Decision

This survey has shown the importance of trade name image benefits on client satisfaction in hotel industry. It is really of import to understand trade name image dimension judgements from clients ‘ point of position, and whether these image dimensions are parallel to their perceptual experiences, outlooks, demands and wants. By cognizing it, selling directors able to develop a selling scheme based on consumers ‘ perceptual experiences and significances of the merchandises and services. Besides that, it is of import for Traders Hotel to mensurate client satisfaction in order to analyse their merchandise or service image public presentation and whether their satisfied clients are willing to urge their branded merchandises and services to others every bit good as holding the purpose to buy their merchandises or services in the hereafter.

5.7 Closing

To reason, this survey had contributed several of import findings to the hotel industry in Malaysia, particularly with respect to trade name image and client satisfaction. This survey emphasised the importance of measuring clients perceptual experience in trade name image benefits and satisfaction degree so that hotel operators can adopted effectual schemes to beef up hotel corporate image and so to make client trueness in the Malayan hotel industry. However, this survey had its restrictions. Future research should concentrate on the issue of branding schemes in the hotel industry utilizing a big sample group.