A conceptual framework for assessing the role that corporate hospitality plays on customer loyalty and purchase intentions

This thesis examines the use of corporate hospitality (CH) at special events and draws upon relationship marketing theory to test the impact of the practice on brand equity, specifically customer loyalty and purchase intention. The research sought not only to explain the phenomena and the constituent parts of a CH experience but to also understand how it affects attitudes and behaviour within an organisational marketing communications context. To better understand the discipline it was important in the first instance to test a range of elements that contributed to a guest’s corporate hospitality experience. Knowing the constituent parts and how those elements may influence the experience was the first question asked of the study. At the core of this research though, was the examination of whether CH used as a marketing tool could improve elements of brand equity for the host organisations that employed it. Principally this could be answered by the second of the research questions that asked does CH have a positive effect on elements of brand equity. In conclusion, the research sought to investigate whether relationships existed between demographic elements of guests attending corporate hospitality at special events and their loyalty or purchase intentions towards a host organisation?

Name dc:type.qualificationname

phd

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

Victoria University

Year dc:date.issued

2010

Author dc:creator

• Drake, Colin N

• Centre for Tourism and Services Research (CTSR)
• 1505 Marketing

Language dc:language

en