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The purpose of the present study was to investigate the relationships among brand equity, perceived value and satisfaction of hotels’ spa, wellness and exercise center as well as their contribution in brand preference and revisit intensions of a hotel. The sample of the study consisted of 1086 (N = 1086) participants who had recently visited a hotel with a spa, wellness and exercise center and made use of such activities. The total sample was split into two random samples; in Sample 1 (N=544), an explanatory factor analysis was computed and the results showed a three-dimensional model for the measurement of brand equity of spa, wellness and exercise centers. In Sample 2 (N=545), a confirmatory factor analysis was employed and the results showed an accepted fit of the model to the data. After assessing the psychometric properties of all scales, the results of the structural model (SEM) showed that the three dimensions of brand equity explained 66% of the variance of perceived value for ...
The purpose of the present study was to investigate the relationships among brand equity, perceived value and satisfaction of hotels’ spa, wellness and exercise center as well as their contribution in brand preference and revisit intensions of a hotel. The sample of the study consisted of 1086 (N = 1086) participants who had recently visited a hotel with a spa, wellness and exercise center and made use of such activities. The total sample was split into two random samples; in Sample 1 (N=544), an explanatory factor analysis was computed and the results showed a three-dimensional model for the measurement of brand equity of spa, wellness and exercise centers. In Sample 2 (N=545), a confirmatory factor analysis was employed and the results showed an accepted fit of the model to the data. After assessing the psychometric properties of all scales, the results of the structural model (SEM) showed that the three dimensions of brand equity explained 66% of the variance of perceived value for the spa, wellness and exercise center of a hotel. Of the three dimensions of brand equity, brand loyalty and perceived quality had a statistically significant influence in perceived value, while brand awareness was not found to have a statistically significant influence in perceived value. In addition, the three dimensions of brand equity and perceived value were found to predict the 74% of the variance of customer satisfaction afforded from the use of the spa, wellness and exercise center of a hotel. However, only perceived value and perceived quality had a statistically significant influence in customer satisfaction. Furthermore, the 57% of the variance of hotel brand preference was predicted by perceived quality and satisfaction of hotel spa, wellness and exercise centers customers. Nevertheless, only perceived value was found to have a statistically significant influence on brand preference. Finally, customer satisfaction from the use of spa, wellness and exercise services and brand preference explained the 86% of the variance in customer revisit intensions. Statistically significant effect on revisit intensions had only the factors of perceived value and brand preference. According to the results, theoretical research can contribute to the study of the concept of brand equity and its measurement in the areas of spa, wellness and exercise centers as well as hotels and how it affects brand preferences and behavioral intentions. At the practical level, hotels’ executives should pay particular attention to both the perceived value of the brand and the perceived quality of the services provided by the spa, wellness and exercise center as they are essential prerequisites for the long-term success of a business.
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