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Hotel's Brand Promise And Customer Satisfaction
Posted By: vihuri* on 10/10/2004 9:02 AM (CST) 250 Points
In what extend does the hotel's brand promise meet the customers needs

Posted by: vihuri* Author Response
10/10/2004 9:02 AM (CST)
research
 
Posted by: Carl Crawford Member Response
10/10/2004 4:27 PM (CST)
hi vihuri,

could you give us a bit more infomation. like the hotels brand promise for a start.

could you also please read section #5 of the important guide lines, tell us what you think, and we will tell you if you are going in the rigth direction. we cant do your home work for you.

Carl Crawford
 
Posted by: mgoodman Accepted Answer
10/10/2004 6:53 PM (CST)
The hotel's brand promise and the degree to which it meets the consumer need depends on: (1) what the most important consumer needs are; and (2) what the hotel offers.

I know that sounds vague/circular, but it's really true. Each consumer segment has different needs -- business traveler, senior travelers, families, females-traveling-alone, international/domestic, etc. Hotels are now finding that each segment has different needs, or at least different priorities among the needs list.

Each hotel brand, therefore, has to pick a segment and focus its efforts on meeting the needs of that segment. You can't be all things to all people any more.

Now, if you can be more specific in your question, and if you give us YOUR opinion, you may be able to get specific help/advice from this group.
 
Posted by: ASVP/ChrisB Member Response
10/10/2004 9:39 PM (CST)
Which hotel?

Throw us a bone here!
 
Posted by: et3dotcom* Accepted Answer
10/10/2004 9:56 PM (CST)
Ok, vihuri, I’ll just have to try to read your mind on this one. First off – I am getting strong vibes that you meant to say “extent” instead of “extend”.

I sense that the standard brand promises relating to a good night’s sleep, low prices, comfortable beds, etc. are what you are referring to.

Some customers hold the hotels to their promises, others do not – generally loyalty will suffer if the hotel fails to deliver brand expectations, as many customers choose a hotel biased on the expectations generated by the brand.

I suspect you are hoping for a “C” ?? Is your prof. a good mind reader? I suspect not.

daryl
 
Posted by: AndrewS Accepted Answer
10/11/2004 3:21 AM (CST)
If the planning is done properly, the full brand promise should reflect the needs of the customers (i.e. price, quality, customer service, hotel services, specialities, heritage, leadership etc).

Note that customer satisfaction is just one element of branding (but the most important to customers).

Good Luck
 
Posted by: vihuri* Author Response
10/20/2004 9:47 AM (CST)
Im doing my dissertation about Scandic Hotel Helsinki; Brand Promise and Customer Satisfaction.The research will investigate in which extend does the brand contain a full set of attributes and values relevant to its customers, that these virtues are convincingly conveyed to the market and that the promise that the brand represents is actually kept in terms of its performance. As a primary research method I will conduct a pre-structured questionnaire, using both open-response and closed-response questions. I want to test a hypothesis....any suggestions? Any good journals you know? Books? Previous studies? Thank you for your time.
 
Posted by: vihuri* Author Response
10/21/2004 10:43 AM (CST)
Dear Daryl

Thank you for your response.
First off, I would like to apologize for my English. I come from Finland and for that reason English is only my third language. So you were right, i ment "extent" instead of "extend".
I would also like to thank you very much for the valuable information you gave me; "Loyalty will suffer if the hotel fails to deliver brand expectations". That was a real enlighment!
Also I got strong vibes that you ment to say "based" instead of "biased" within the same sentence. Or maybe I am being a bad mind reader!?

Anyway keep up the good work with engouraging students.

Vihuri
 
Posted by: jose04 Accepted Answer
10/24/2004 4:57 AM (CST)
Hello Vihuri

For a third language, your English is Good!

Your question implicates that you are quite familiar with the basics of marketing. You are very right, a brand's promise and customer satisfaction are strongly related (that's an alternate hypothesis already).

The 'promise/s' suggested by a brand are the favourable goodies looked out for by most customers, like good quality, palatability, ambience, aesthetic qulaities, high service quality, safety etc. Most of these are essential requirements to modern day hoteliering.

You could add "respectability and good management", "airy and commodious rooms", "excellent table", "highly patronised by Gentlemen and Ladies " as some other indicators of the brand promise, which you may include in your questionnaire.

The extent to which the hotel's brand promise meet the customers needs, tests the degree of marketing capabilities it possesses.

Does Scandic Hotel have the internal systems and the external support needed to make and keep promises? THis research proposition could generate enough hypotheses to do a good job in your thesis.

Your topic is very interesting and if you think that i can help in any way, do check out my profile, and write in.

All the best!

Hope these thoughts help!!
 
Posted by: Val (Moderator)* Moderator Response
10/26/2004 12:55 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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