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BRAND EFFECT OF CUSTOMERS’ PERCEPTION OF PRICE, QUALITY AND LOYALTY ON IMAGE OF FIVE STAR HOTELS IN LAGOS STATE-NIGERIA

Authors: ONU Christopher

Publication Type: Journal article

Journal: Lapai International Journal Of Management And Social Sciences

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Abstract

Branding is a major strategy usually adopted by hotels and other business conglomerates in a competitive market and environment in other to gain a large market share of the industry. The primary aim of this study is to examine the effect of customers’ perception of price, quality and loyalty on the brand image of Five Star Hotels in Lagos State-Nigeria. The population comprises of customers of the entire five (5) star hotels in Lagos state, a purposive sampling technique was used to select a sample of 80 respondents across the population of the study. and data were collected through the use of a well-structured questionnaire. Data collected were analyzed using binary logistic regression analysis. Findings from the result reveal that price charged, service quality and customer loyalty have significant effect on the brand image of Five Star Hotels in Lagos State-Nigeria. The research concludes that the independent variables have effect on brand image of Five Star Hotels in Lagos State-Nigeria. The study recommends that the overall branding approach for hotels in Lagos state should be customer focus which would include activities such as to provide proper security facilities to reinforce safety in the mind of customers. In addition, to improve the quality of services and increase the level of customer loyalty, hotels are encouraged to create a range of holiday packages and market these packages directly to customers.

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ONU,C. . (2018). BRAND EFFECT OF CUSTOMERS’ PERCEPTION OF PRICE, QUALITY AND LOYALTY ON IMAGE OF FIVE STAR HOTELS IN LAGOS STATE-NIGERIA, 10 (), 262-262.

ONU,C. . "BRAND EFFECT OF CUSTOMERS’ PERCEPTION OF PRICE, QUALITY AND LOYALTY ON IMAGE OF FIVE STAR HOTELS IN LAGOS STATE-NIGERIA" 10, no (), (2018): 262-262.

ONU,C. and . (2018). BRAND EFFECT OF CUSTOMERS’ PERCEPTION OF PRICE, QUALITY AND LOYALTY ON IMAGE OF FIVE STAR HOTELS IN LAGOS STATE-NIGERIA, 10 (), pp262-262.

ONUC, . BRAND EFFECT OF CUSTOMERS’ PERCEPTION OF PRICE, QUALITY AND LOYALTY ON IMAGE OF FIVE STAR HOTELS IN LAGOS STATE-NIGERIA. 2018, 10 ():262-262.

ONU,Christopher , . "BRAND EFFECT OF CUSTOMERS’ PERCEPTION OF PRICE, QUALITY AND LOYALTY ON IMAGE OF FIVE STAR HOTELS IN LAGOS STATE-NIGERIA", 10 . (2018) : 262-262.

O.Christopher , "BRAND EFFECT OF CUSTOMERS’ PERCEPTION OF PRICE, QUALITY AND LOYALTY ON IMAGE OF FIVE STAR HOTELS IN LAGOS STATE-NIGERIA" vol.10, no., pp. 262-262, 2018.

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