Testing the relationship between hotel service quality and hotel brand personality Online publication date: Thu, 09-Feb-2017
by Dimitrios Nikolaidis; Sotiria Christina Chrysikou; Kostas Alexandris
International Journal of Hospitality and Event Management (IJHEM), Vol. 1, No. 4, 2016
Abstract: This study aimed to test the influence of service quality on the development of brand personality in the context of five-star hotels. One hundred and sixty one (N = 161) Greek individuals, who had experienced staying in five-star hotels in Greece participated in the study. They filled adjusted versions of the SERVQUAL (Parasuraman et al., 1988) and brand personality (Aaker, 1997) questionnaires. The confirmatory factor analysis provided support for the factorial validity of the two models in the context of the study. The results of the path analysis showed that all the brand personality dimensions were significantly predicted from the five service quality dimensions, with the sincerity and excitement dimensions being the two most highly predicted ones. Furthermore, the tangible and empathy dimensions of service quality were the strongest contributors towards the prediction of all the dimensions of hotel brand personality. The theoretical and applied implications of these results are discussed.
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