The Study of the Relationship between the Quality of Social Services on Eigenvalue of Brand Name from the Perspective of the Consumer Society in Shirvan Hotel Industry

Subject Areas : Social Science Quarterly

Milad Raeisizadeh ¹ , اصغر میرفردی ² , آرمان حیدری ³

1 - دانش‌آموخته کارشناسی ارشد جامعه‌شناسی از دانشگاه یاسوج، یاسوج، ایران
2 - دانشیار گروه جامعه‌شناسی دانشگاه شیراز، شیراز، ایران
3 - ..

Received: 2016-03-24 Accepted : 2016-06-20 Published : 2016-08-22

Keywords: Brand Trust, brand loyalty, Service Quality, hotel, brand equity, brand name reputation,

Abstract :

Increased competition in the service sector is evident in industries such as hotel, banking, insurance, etc. This makes it more difficult for customers to maintain and increase their loyalty in this space. Therefore, providing quality services will be the main and future challenge of companies operating in this field. The purpose of this study was to investigate the impact of service quality on brand equity from a consumer's point of view in the Shirvan hotel industry. The study population is hotel users in Shirvan city (unlimited). Due to the unlimited statistical population, 384 people were surveyed as the sample. Spss23 software is divided into two sections: descriptive and inferential statistics. 66.1% of the subjects were male, more than half of the subjects were between 30 and 40 years of age, and the normality test was used to determine the normality of the data. There is a significant relationship between the quality of social services provided and brand name value (p≤0.05). The results showed that there was a significant relationship between quality of social services provided and brand name satisfaction, brand loyalty, brand reputation and brand trust (p≤0.05).