1、3700 英文单词 ， 19500 英文字符 ，中文 5850 字 文献出处： Lahap J, Ramli N S, Said N M, et al. A Study of Brand Image towards Customers Satisfaction in the Malaysian Hotel Industry J. Procedia - Social and Behavioral Sciences, 2016, 224:149-157. A Study of Brand Image towards Customers Satisfaction in the Malaysian H
2、otel Industry Johanudin Lahap, Nur Safiah Ramli, Noraslinda Mohd Said, Salleh Mohd Radzi,Razlan Adli Zain Abstract Branding is known to be important to an organization. Through effective and efficient branding research and development, it is believed that the attainment of proper organizational retu
3、rn on investment (ROI) can be viably achieved. Therefore, establishing a strong brand image is inevitable to ensure the overall organizational success. This research was conducted to study the importance of brand image towards customers satisfaction and to examine whether the brand image influences
4、customers satisfaction. Citing from the past literature it was found that brand image was among the first constituents that customers will adhere to when selecting accommodation. In this study, a total of 300 questionnaires were deployed with a 75% response rate. The finding was found to be intrigui
5、ng and revealed that brand image does influence customer satisfaction in the Malaysian hotel industry context. Thus, this study is valuable because it strengthens further the understanding of what customers really want when choosing a hotel. Therefore, this study has the capacity to offer hotel oper
6、ators a way to plan, formulate, and decide to what extent they should improve their brand image to compete in the long run. Keywords: brand image; customer satisfaction; hotel industry 1. Introduction Hospitality and tourism industry worldwide have developed into a truly global industry in which both consumers and producers are spread worldwide. The industry was known to be one of the major contributors to many countries (Mohajerani & Miremadi, 2012). In relation to that, the hotel secto
