A study of the extent of brand loyalty exhibited by business travellers towards the lodging product

Brand loyalty measurement is important because of the extensive use of branding in the lodging industry during recent years. As the industry has matured, segmentation strategies have been adopted by lodging companies. Brands were supposed to protect market share,build brand loyalty, and differentiate the product (Withiam 1985).

Name thesis:degree_name

Master of Science

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Hotel, Restaurant, and Institutional Management

Department dc:contributor.department

Hotel, Restaurant, and Institutional Management

Grantor dc:publisher

Virginia Tech

Year dc:date.issued

1992

Author dc:creator

• Davis, Nigel Roger John

Chair dc:contributor.committeechair

• McCleary, Ken W.

Committee members dc:contributor.committeemember

• Chon, Ken
• Weaver, Pamela A.

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language.iso

en

Dc Identifier Other

etd-12232009-020359

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/46386