THE IMPACT OF BRAND ON MOTIVATING CONSUMER PURCHASE OF HOTEL SERVICES IN ENUGU STATE: A STUDY OF GARDENIA HOTELS ENUGU.
Abstract
This study investigated the impact of brand on motivating customer purchase of
hotel services in Enugu state, with emphasis on Gardenia Hotels Enugu. The
specific objectives of this study were to determine the impact of brand on customer
preference, customer purchase, customer loyalty, market share, and profitability of
hotel services in Enugu state. To achieve these objectives, a descriptive survey
research was conducted. The research data were collected through a structured
questionnaire administered on the staff and customers of Gardenia Hotels Enugu.
The research hypotheses were tested using the chi-square(x2
) statistical tool. The
test of hypotheses resulted to the following findings: there is a significant effect of
thebranding strategies on customer preference, customer loyalty, customer
satisfaction, market share, and profitability of Gardenia Hotels in Enugu
metropolis. The study concluded that there exists sufficient evidence to show that
branding strategies have a significant effect on customer preference, customer
purchase, customer satisfaction, market share, and profitability of Gardenia
Hotels in Enugu metropolis. The study recommended among other things, that the
management and staff of Gardenia Hotels should key into the branding strategies
for improvement in customer preference, customer purchases, customer
satisfaction market share, and profitability of Gardenia Hotels in Enugu
metropolis
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