Customer Based Performance of the Hotel Industry: Analysis of Service Package and Brand Innovations
This study aims to examine the influence of service package and brand innovation on customer relational performance and customer profit performance of the hotel industry. Data were collected from 112 hotel operators. PLS-SEM was used to derive the path coefficient (β) and t statistics to determine t...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University Library System, University of Pittsburgh
2022-12-01
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| Series: | Emerging Markets Journal |
| Subjects: | |
| Online Access: | http://emaj.pitt.edu/ojs/index.php/emaj/article/view/260 |
| _version_ | 1797979991080697856 |
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| author | Collins Kankam-Kwarteng Ofosu Amofah Francis Osei Barbara Osman |
| author_facet | Collins Kankam-Kwarteng Ofosu Amofah Francis Osei Barbara Osman |
| author_sort | Collins Kankam-Kwarteng |
| collection | DOAJ |
| description | This study aims to examine the influence of service package and brand innovation on customer relational performance and customer profit performance of the hotel industry. Data were collected from 112 hotel operators. PLS-SEM was used to derive the path coefficient (β) and t statistics to determine the path relationship between service packages, brand innovation, customer based relational performance and customer based profit performance. This study shows that both service package and brand innovation have influence on both customer relational performance and customer profit performance. Brand innovation does not moderate the relationship between service package and customer relational performance of the hotel industry. The study findings may not be generalizable to other categories of the restaurant industry because of the relatively small sample size and the respondents selected from limited geographical area. The findings, however, will help hotel operators to implement critical packaging operations of the hotel services and improved brand innovations to elicit higher customers’ based performance. Unlike the previous studies on marketing performance, this study examines the combined effect of service package and brand innovation on customer based relational performance and customer based profit performance of the hotels. |
| first_indexed | 2024-04-11T05:47:26Z |
| format | Article |
| id | doaj.art-157aab56a4bc4b69a165fb2967715ead |
| institution | Directory Open Access Journal |
| issn | 2158-8708 |
| language | English |
| last_indexed | 2024-04-11T05:47:26Z |
| publishDate | 2022-12-01 |
| publisher | University Library System, University of Pittsburgh |
| record_format | Article |
| series | Emerging Markets Journal |
| spelling | doaj.art-157aab56a4bc4b69a165fb2967715ead2022-12-22T04:42:09ZengUniversity Library System, University of PittsburghEmerging Markets Journal2158-87082022-12-0112291810.5195/emaj.2022.260169Customer Based Performance of the Hotel Industry: Analysis of Service Package and Brand InnovationsCollins Kankam-Kwarteng0Ofosu Amofah1Francis Osei2Barbara Osman3Kumasi Technical UniversityHo Technical UniversityKumasi Technical UniversityTakoradi Technical UniversityThis study aims to examine the influence of service package and brand innovation on customer relational performance and customer profit performance of the hotel industry. Data were collected from 112 hotel operators. PLS-SEM was used to derive the path coefficient (β) and t statistics to determine the path relationship between service packages, brand innovation, customer based relational performance and customer based profit performance. This study shows that both service package and brand innovation have influence on both customer relational performance and customer profit performance. Brand innovation does not moderate the relationship between service package and customer relational performance of the hotel industry. The study findings may not be generalizable to other categories of the restaurant industry because of the relatively small sample size and the respondents selected from limited geographical area. The findings, however, will help hotel operators to implement critical packaging operations of the hotel services and improved brand innovations to elicit higher customers’ based performance. Unlike the previous studies on marketing performance, this study examines the combined effect of service package and brand innovation on customer based relational performance and customer based profit performance of the hotels.http://emaj.pitt.edu/ojs/index.php/emaj/article/view/260service packagebrand innovationcustomer relational performancehotel |
| spellingShingle | Collins Kankam-Kwarteng Ofosu Amofah Francis Osei Barbara Osman Customer Based Performance of the Hotel Industry: Analysis of Service Package and Brand Innovations Emerging Markets Journal service package brand innovation customer relational performance hotel |
| title | Customer Based Performance of the Hotel Industry: Analysis of Service Package and Brand Innovations |
| title_full | Customer Based Performance of the Hotel Industry: Analysis of Service Package and Brand Innovations |
| title_fullStr | Customer Based Performance of the Hotel Industry: Analysis of Service Package and Brand Innovations |
| title_full_unstemmed | Customer Based Performance of the Hotel Industry: Analysis of Service Package and Brand Innovations |
| title_short | Customer Based Performance of the Hotel Industry: Analysis of Service Package and Brand Innovations |
| title_sort | customer based performance of the hotel industry analysis of service package and brand innovations |
| topic | service package brand innovation customer relational performance hotel |
| url | http://emaj.pitt.edu/ojs/index.php/emaj/article/view/260 |
| work_keys_str_mv | AT collinskankamkwarteng customerbasedperformanceofthehotelindustryanalysisofservicepackageandbrandinnovations AT ofosuamofah customerbasedperformanceofthehotelindustryanalysisofservicepackageandbrandinnovations AT francisosei customerbasedperformanceofthehotelindustryanalysisofservicepackageandbrandinnovations AT barbaraosman customerbasedperformanceofthehotelindustryanalysisofservicepackageandbrandinnovations |