Investigating Brand Awareness During Covid-19 Pandemic in The Malaysian Hotel Industry
This research aims to investigate brand awareness during the COVID-19 pandemic in the Malaysian hotel industry. It specifically focuses on how brand awareness among Malaysian consumers during the COVID-19 pandemic is influenced by customer engagement and perceived quality. The population of the rese...
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| Format: | Article |
| Language: | English English |
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Penerbit UMS
2022
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/33970/1/Investigating%20Brand%20Awareness%20During%20Covid-19%20Pandemic%20in%20The%20Malaysian%20Hotel%20Industry.pdf https://eprints.ums.edu.my/id/eprint/33970/2/Investigating%20Brand%20Awareness%20During%20Covid-19%20Pandemic%20in%20The%20Malaysian%20Hotel%20Industry1.pdf |
| _version_ | 1811136301042237440 |
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| author | Haziqah Fatinah Sulaiman Daria Gom Mary Monica Jiony |
| author_facet | Haziqah Fatinah Sulaiman Daria Gom Mary Monica Jiony |
| author_sort | Haziqah Fatinah Sulaiman |
| collection | UMS |
| description | This research aims to investigate brand awareness during the COVID-19 pandemic in the Malaysian hotel industry. It specifically focuses on how brand awareness among Malaysian consumers during the COVID-19 pandemic is influenced by customer engagement and perceived quality. The population of the research consists of the customers who have patronised any hotels in Malaysia. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media. Convenience sampling method was applied and a total of 211 questionnaires were collected. To test the hypotheses, the social science statistical package (SPSS) version 27 was used. The findings clearly demonstrated that brand awareness among Malaysian customers during the COVID-19 pandemic is positively influenced by perceived quality and customer engagement. This study extends the limited literature on hospitality in the Malaysian hotel industry. Additionally, these findings have implications for improving customer engagement, perceived quality, and brand awareness in order to retain customers and gain a competitive advantage. |
| first_indexed | 2024-03-06T03:19:42Z |
| format | Article |
| id | ums.eprints-33970 |
| institution | Universiti Malaysia Sabah |
| language | English English |
| last_indexed | 2024-03-06T03:19:42Z |
| publishDate | 2022 |
| publisher | Penerbit UMS |
| record_format | dspace |
| spelling | ums.eprints-339702022-08-26T02:23:12Z https://eprints.ums.edu.my/id/eprint/33970/ Investigating Brand Awareness During Covid-19 Pandemic in The Malaysian Hotel Industry Haziqah Fatinah Sulaiman Daria Gom Mary Monica Jiony RA648.5-767 Epidemics. Epidemiology. Quarantine. Disinfection TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service This research aims to investigate brand awareness during the COVID-19 pandemic in the Malaysian hotel industry. It specifically focuses on how brand awareness among Malaysian consumers during the COVID-19 pandemic is influenced by customer engagement and perceived quality. The population of the research consists of the customers who have patronised any hotels in Malaysia. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media. Convenience sampling method was applied and a total of 211 questionnaires were collected. To test the hypotheses, the social science statistical package (SPSS) version 27 was used. The findings clearly demonstrated that brand awareness among Malaysian customers during the COVID-19 pandemic is positively influenced by perceived quality and customer engagement. This study extends the limited literature on hospitality in the Malaysian hotel industry. Additionally, these findings have implications for improving customer engagement, perceived quality, and brand awareness in order to retain customers and gain a competitive advantage. Penerbit UMS 2022 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/33970/1/Investigating%20Brand%20Awareness%20During%20Covid-19%20Pandemic%20in%20The%20Malaysian%20Hotel%20Industry.pdf text en https://eprints.ums.edu.my/id/eprint/33970/2/Investigating%20Brand%20Awareness%20During%20Covid-19%20Pandemic%20in%20The%20Malaysian%20Hotel%20Industry1.pdf Haziqah Fatinah Sulaiman and Daria Gom and Mary Monica Jiony (2022) Investigating Brand Awareness During Covid-19 Pandemic in The Malaysian Hotel Industry. Labuan Bulletin of International Business &Finance, 20. pp. 49-62. ISSN 2600-7894 https://jurcon.ums.edu.my/ojums/index.php/lbibf/article/view/3545 |
| spellingShingle | RA648.5-767 Epidemics. Epidemiology. Quarantine. Disinfection TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service Haziqah Fatinah Sulaiman Daria Gom Mary Monica Jiony Investigating Brand Awareness During Covid-19 Pandemic in The Malaysian Hotel Industry |
| title | Investigating Brand Awareness During Covid-19 Pandemic in The Malaysian Hotel Industry |
| title_full | Investigating Brand Awareness During Covid-19 Pandemic in The Malaysian Hotel Industry |
| title_fullStr | Investigating Brand Awareness During Covid-19 Pandemic in The Malaysian Hotel Industry |
| title_full_unstemmed | Investigating Brand Awareness During Covid-19 Pandemic in The Malaysian Hotel Industry |
| title_short | Investigating Brand Awareness During Covid-19 Pandemic in The Malaysian Hotel Industry |
| title_sort | investigating brand awareness during covid 19 pandemic in the malaysian hotel industry |
| topic | RA648.5-767 Epidemics. Epidemiology. Quarantine. Disinfection TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service |
| url | https://eprints.ums.edu.my/id/eprint/33970/1/Investigating%20Brand%20Awareness%20During%20Covid-19%20Pandemic%20in%20The%20Malaysian%20Hotel%20Industry.pdf https://eprints.ums.edu.my/id/eprint/33970/2/Investigating%20Brand%20Awareness%20During%20Covid-19%20Pandemic%20in%20The%20Malaysian%20Hotel%20Industry1.pdf |
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