The Role of Private Label Brands in Enhancing Service Satisfaction in the Hotel Industry: Comparing Luxury and Boutique Hotels

HERSTEIN, Ram, SHAKED, Gilboa, EYAL, Gamliel, RON, Berger and ALI, Alisha (2018). The Role of Private Label Brands in Enhancing Service Satisfaction in the Hotel Industry: Comparing Luxury and Boutique Hotels. Services Marketing Quarterly, 1-16.

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Link to published version:: https://doi.org/10.1080/15332969.2018.1437250

Abstract

This research proposes private label branding as a strategy that can have a positive effect on guest satisfaction and loyalty in hotels that cater to travelers seeking a special hotel experience. We test this using the well-established SERVQUAL model of service quality, based on a sample of guests in two hotels: a five-star luxury hotel (N=225) and a boutique hotel (N=101). The findings show that in the luxury hotel but not the boutique hotel, perception of a private label had a direct impact on loyalty, and an indirect impact on loyalty through its effect on guest satisfaction. The theoretical implications and recommendations for hoteliers based on the findings are discussed.

Item Type: Article
Research Institute, Centre or Group: Sheffield Business School Research Institute > Service Sector Management
Departments: Sheffield Business School > Department of Service Sector Management
Identification Number: https://doi.org/10.1080/15332969.2018.1437250
Depositing User: Alisha Ali
Date Deposited: 18 May 2017 11:02
Last Modified: 16 Aug 2018 12:30
URI: http://shura.shu.ac.uk/id/eprint/15720

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