Perception of brand equity and granted service experience in staying at the SHA Extra Plus certified hotels in Chonburi

Abstract

          The purpose of this research was to (1) study the perceived brand equity used by guests’ selection, (2) study the guests’ experience in granted service selecting hotels (3) study the relationship between perceived brand equity and experience in granted service selecting hotels of guests (4) compare demographic characteristics with perceived brand equity in guests' selection to stay at SHA Extra-certified hotels, and (5) compare demographic characteristics with guests’ experience in granted service selecting hotels. The quantitative research method was employed. A sample of 400 people was analyzed by t-test, One Way ANOVA and Pearson's correlation coefficient.

           The results of the study revealed that (1) the perceived brand equity was at a high level (2) the experience in granted service was at the highest level (3) the perceived brand equity was moderately related to the guests’ experience in granted service selecting hotels (4) there was the difference in gender toward brand loyalty, the one in age groups toward brand loyalty and service, the one in  educational levels toward  loyalty and service and the one in career  toward brand loyalty  and (5) there was the difference in educational levels toward the experience of granted service and service procedure.