Krisnawati, Nila and Sule, Ernie Tisnawati and Febrian, Erie and Hassan, Meydia (2016) Do The Brand Image and Customer Loyalty Determine The Competitive Strategy of Chain Hotels. Academy of Strategic Management Journal, 15 (3). pp. 114-125.
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Abstract
This study purposes to examine the influences of brand image and customer loyalty towards the competitive strategy for chain hotel in Bali. Partial Least Square was used with bootstrap model. The respondents involved were 117 respondents. The results suggest that in conducting its operations, brand image and customer loyalty affect the competitive strategy of chain hotels in Bali, therefore it can run properly. Nevertheless, a thorough interpretation of this implementation will be critical for the success of future hotel strategy. This research is a step toward assessing other hotel competitiveness; by suggesting classified groups of brands/hotels type to enhance long-term hotel sustainability. This is one of the few research studies, to assess brand image and customer loyalty through a management representative’s point a view. Further, the results suggest that other indicators of strategies could be well developed.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Brand Image; Customer Loyalty; Competitive Strategy; Chain Hotel |
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5823 Branding (Marketing) T Technology > TX Home economics > TX911 Hotel management |
| Divisions: | Faculty of Business Administration and Communication > Department of Business Administration |
| Depositing User: | Dr. Nila Hidayat |
| Date Deposited: | 23 Jul 2020 14:26 |
| Last Modified: | 23 Jul 2020 14:26 |
| URI: | http://repository.sgu.ac.id/id/eprint/1620 |
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