Effect of Brand Equity on Consumer Satisfaction and Brand Loyalty in the hotel industry (Case study: five star hotels Tabriz city)

Subject Areas :

جعفر Bahari ¹ , بنفشه Farahani ² , Sh Bahari ³ , مرجان Bazleh ⁴ , حامد Bahari ⁵

1 - دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، تهران، ایران
2 - استادیار گروه مدیریت گردشگری، دانشگاه مازیار رویان، مازندران، ایران
3 - گروه مدیریت، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران
4 - دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، تهران، ایران
5 - گروه شیمی، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران

Received: 2016-06-21 Accepted : 2017-01-02 Published : 2016-11-10

Keywords: Tabriz, brand equity, Consumer Satisfaction, brand loyalty, hotel industry,

Abstract :

present research aimed to Effect of Brand Equity on Consumer Satisfaction and Brand Loyalty in the hotel industry in 5 star hotels of East Azerbaijan Including: Hotels El-Goli Pars and shahriar has been done in the summer of 1394. The data required for this research has gathered by questionnaire with available non-random sampling method through 5 stars’ hotels guests of Tabriz City. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, it has been used structural equation modeling through the SMART PLS software to analyze data. Statistical population of this research has considered all guests of the 5 stars Hotels Tabriz City. model Nam et al (2011), is used in this study. the conceptual Independent variables in this search including: Physical Quality, Staff Behaviour, Ideal Self-Congruence, Brand Identification, Lifestyle-Congruence; is variable mediator of Consumer Satisfaction and the brand loyalty dependent variable. The provided results indicate that the Physical Quality, Staff Behaviour, Ideal Self-Congruence, Brand Identification, Lifestyle-Congruence variables has a direct and significant impact on Consumer Satisfaction. and also impact of Consumer Satisfaction on brand loyalty is direct and significant. and also it was shown that from between dimensions of brand equity Ideal Self-Congruence is the largest coefficient value and its impact on Consumer Satisfaction is higher than other variables.