• Title/Summary/Keyword: Global Brand Hotel

Search Result 8, Processing Time 0.021 seconds

Effects of Hotel Experiences on Service Quality, Satisfaction and Consumer-Brand Relationship

  • LEE, Jae-Min
    • Journal of Wellbeing Management and Applied Psychology
    • /
    • v.4 no.4
    • /
    • pp.26-30
    • /
    • 2021
  • Purpose: The study tried to make a comparison between local and global brand hotels with respect to the relationships among customer experiences, service quality, customer satisfaction and consumer-brand relationship. This study provided strategic implications according to its results. Research design, data and methodology: To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SAS 9.4 was used for data analysis. Results: The results showed that experiential modules ('sense' module and 'feel-think-act') affected service quality (human service, physical service) in local brand hotels. But 'feel-think-act', one of experiential modules, only affected service quality in global brand hotels. Also, physical service only had strong effects on customer satisfaction with both local and global brand hotels. Finally, customer satisfaction was influenced by consumer-brand relationships for two hotel groups. But there were no statistically significant differences in all estimations between local and global brand hotels. Conclusions: In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

A Study on the Hotel Culinary Culture to the Organizational Effectiveness (호텔 조리사 문화가 조직 유효성에 미치는 영향)

  • 오석태
    • Culinary science and hospitality research
    • /
    • v.9 no.3
    • /
    • pp.1-21
    • /
    • 2003
  • Domestic hotel businesses are confronted with new market circumstances. Clear accounting and moral management in company which have been reserved or ignored during the past high economic growth period were emphasized. As global standard such as international standard of accounting system, clear accounting, international standard management, and flexibility of employment are emphasized, which is different management is now accomplishing. During these system changes, organization member's identity was threatened a lot. So organization members were required to adopt new environment. Hotel have influence on organizational accomplishment, thought and behavioral response of organization members according to cultural type and share of organization culture. This study are focused culinary team culture as subculture in hotel. What kind of culture more effective to the culinary group\ulcorner What kind of culture are grouped each hotel, include difference imported brand hotel and domestic brand hotel.

  • PDF

An Alternative Approach to Determinants of Hotel Patronage Intention Based on the Theory of Reasoned Action (이성적 행동이론을 이용한 호텔이용의향의 결정요인에 대한 대안적 접근)

  • Yoon, Sung-Joon
    • Journal of Global Scholars of Marketing Science
    • /
    • v.17 no.1
    • /
    • pp.1-21
    • /
    • 2007
  • This study seeks to understand the effects of information search activities and brand image on the hotel patronage intention based on the theory of reasoned action. First, it investigates the influence of attitude formed about hotel on the patronage intention. Second, it seeks to develope an alternative to TRA by looking into the effects of hotel image variable on hotel-specific attitude and patronage intention and attempts to substantiate the role of brand image as a substitute to subjective norm to increase the TRA's explanatory power. The main finding of this study are as follow; First, out of the three components of cognitive evaluation of hotel (human service, physical service and information service), human and physicial services were found to have significant influence on patronage intention. Brand image was found to exert notable influence on attitude toward hotel as well as patronage intention. Remarkably, the finding that brand image positively enhanced the TRA model sheds new strategic insight as to the usefulness of brand image as an alternative to overcome the TRA's limitation stemming from subjective norm. Third, it was learned that study subjects gave more weight to external information sources such as TV, radio, newspaper, magazine, and internet than to internal sources such as individual knowledge, experience or self image.

  • PDF

The Relationship between Type of Ad Framing and Brand Attachment (광고 프레이밍 유형과 브랜드 애착의 관계 연구)

  • Hong, Jaewon;Park, Seungbae;Woo, Sang-Chul
    • Proceedings of the Korean Society of Computer Information Conference
    • /
    • 2019.01a
    • /
    • pp.191-192
    • /
    • 2019
  • The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising type into loss and gain frame and examine the effect on brand attachment, The effect of scarcity advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was not statistically significant. It also showed that scarcity was not emphasized or emphasized or had no effect on brand attachment. That is, the more emphasis on gain in advertising frame and the less pressure on scarcity, the more effective ad type for brand attachment.

  • PDF

A Study on the Effect of Brand Image, Trust, Commitment and Brand Loyalty on Capital Area and Non Capital Area Coffee Shop - Focusing on Mediating Effect of Trust and Commitment - (수도권과 수도권이외 지역 커피전문점의 브랜드이미지와 브랜드충성도 간 신뢰와 관계몰입의 매개효과에 관한 연구)

  • Kang, Byong-Nam;Moon, Sung-Sik
    • Culinary science and hospitality research
    • /
    • v.18 no.1
    • /
    • pp.182-198
    • /
    • 2012
  • The purpose of this study is to examine the mediating role of trust and relational commitment on capital area and non capital area coffee shop. In order to meet its purpose, we surveyed 264 customers who visited coffee shop in capital area and non capital area. The results are as follows: First, trust was played a mediator role between a brand image and relational commitment. Second, Relational commitment was played a mediating role between trust and brand loyalty. Third, Trust and relational commitment was played a mediator role between brand image and brand loyalty.

  • PDF

Globalization of Korean Cuisine through the Korean Food Items Promotion -Focus on Marketing Strategy of Korean Food Items- (한식 식자재 프로모션을 통한 한국음식의 세계화 방안 -한식 식자재 마케팅 전략을 중심으로-)

  • Lee, Eun-Jung;Kim, Tae-Hee;Kim, Doo-Ra
    • Journal of the Korean Society of Food Culture
    • /
    • v.23 no.6
    • /
    • pp.729-736
    • /
    • 2008
  • The study sought ways to promote the global recognition of Korean food items. The Korean cuisine is one of the healthiest and well-balanced in the world. But, in contrast to countries including the United States, France, China, Japan, Thailand and Australia that have adopted food promotion and marketing strategies, Korea lacks a similar strategy. Development of indigenous sauces by Korean food manufacturers and processors is one route in the promotion of Korean cuisine. Korean restaurant franchising could also aid in export of Korean food items. The food manufacturing/processing sectors must work in concert with the Korean government to globalize the Korean cuisine. Brand chefs, Korean cuisine seminars and promotional efforts in foreign countries and foreign cooking schools (such as the 'Taste Korea' campaign) are prudent actions.

The Effect of Selection Attributes for Makgeolli on the Customer Satisfaction, Repurchase Intention and Recommendation Intention (막걸리의 선택 속성이 만족도와 추천 의도, 재구매 의도에 미치는 영향)

  • Kim, Young-Gab;Kim, Sun-Hee
    • Journal of the East Asian Society of Dietary Life
    • /
    • v.20 no.3
    • /
    • pp.389-395
    • /
    • 2010
  • This research was focused on observing the effect of Makgeolli's selection attributes on customer satisfaction, recommendation intention, and repurchase intention. The purpose of this study was to examine to present a marketing-related suggestion by finding the components that needs to be discussed in order to satisfy the customer and lead to positive word of mouth and repurchasing in the perspective of a corporation. The evidence to achieve the research purpose can be summarized as below. To begin with, the causes of Makgeolli's selection attributes were classified into 9 types, which are design and ad image, expertise and tradition, drinking experience and in harmony with food, taste and freshness, materials and origin, brand image, flavor and color, alcoholic and nutrition, and finally price and recommendation. And it showed up that the average importance of the taste and freshness is the highest. Moreover, the study on the Makgeolli's state of being potable showed up that the drinking number was no more than once a month, and one drink was almost all less than a bottle. The drinking place was usually tavern, and word of mouth was the most often used information medium that contacted Makgeolli. The potential of the Makgeolli's globalization is 80.6% which added positive and very positive, that enables us to infer that the Makgeolli's global dependency is very high. Third, from the 9 types of classification mentioned before, taste and freshness, and price and recommendation were proved to be influential in satisfaction, and recommendation is affecting the repurchase intention and the recommendation intention.

A Study on the Influence of Flow on Online Community Satisfaction: Focusing on the Mediating Role of Social Capital (온라인 커뮤니티에서 몰입이 만족에 미치는 영향에 관한 연구: 사회자본의 매개효과를 중심으로)

  • Yeu, Minsun;Bae, So Young
    • Journal of Digital Convergence
    • /
    • v.14 no.9
    • /
    • pp.171-179
    • /
    • 2016
  • An online community serves as a communication hub among members who desire to share their opinions and emotions. Thus, it is often utilized as a corporate or brand marketing tool. While focusing on commercial online communities from the marketing perspective, however, researchers have barely discussed non-commercial online communities despite its popularity. This study examined the influence of flow on satisfaction in the context of the non-commercial online community as well as the role of social capital as a significant mediator between flow and satisfaction. The result also included the differences between employed mothers and non-employed mothers. This study has expanded the research scope of online communities and offered theoretical and practical implications based on the interdisciplinary discussion that involves one of the understudied populations, mothers.