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美国论文代写:定量研究

本研究选择了初级定量研究,因为它允许提供统计和客观证据,并接受或拒绝所陈述的假设。主要定量研究的选择和基本原理将在方法论部分进一步探讨。在这个简短的介绍中,定量研究允许提供关于客户忠诚度和满意度发生情况的具体信息,这可以作为以后进一步定性研究的前奏。此外,调查的使用使研究人员能够从顾客的感知出发,对手头的研究对象作出具体而数字简洁的陈述。研究方法是演绎的,即是理论检验而不是归纳,是理论生成。通过这种方式,本研究提出接受或拒绝假设,建立酒店品牌认同-形象与消费者忠诚度-满意度之间的关系。品牌是一种基于消费者感知来确定一个组织的竞争地位的方法,在这种方法中,组织对竞争对手的地位会影响消费者的选择。在企业中,品牌最近变得越来越重要,尤其是在休闲和旅游服务领域,酒店、零售和银行业的服务品牌越来越受到重视。研究发现品牌的必要性,因为它属于品牌形象和品牌标识,区分品牌基于行业或组织的内部组件以及它与共同的价值观和意义一致被组织和消费者感知(舱口和舒尔茨2003年)。因此,品牌识别、品牌形象和消费者对休闲服务(如酒店)的感知之间的关系,已成为描述组织营销需求的必要条件。

美国论文代写:定量研究

Primary quantitative research was chosen for this study as it allows for statistical and objective evidence to be presented and to accept or reject the stated hypotheses. The choice and rationale for the primary quantitative research is explored further in the methodology section. For this short introduction, quantitative research allows for specific information regarding the occurrences of customer loyalty and satisfaction, which can act as a precursor for further qualitative research later. Furthermore, the use of surveys allows the researcher to make specific and numerically succinct statements regarding the subjects at hand, from the customer’s perception. The research approach is deductive, meaning that it is theory testing rather than inductive, which is theory generating. In this manner the research proposes to accept or reject the hypothesis and establish the relationship between hotel brand identity-image and consumer loyalty-satisfaction.Branding is method of determining an organisation’s competitive position based on consumer perceptions, where the organisation’s position to competitors impacts consumer choices (Daffey and Abratt 2002). In corporations, branding has increased in recent importance, particularly in leisure and travel services, where increased attention has been placed on service branding in hotels, retail, and banking industries (Hatch and Schultz 2003). Research identified the need for branding as it pertains to the brand image and brand identity, which separates the brand based on the internal components of the industry or organisation as well as it is congruent with shared values and meanings identified by both the organisation and consumer perceptions (Hatch and Schultz 2003). Thus, the relationship between brand identity, brand image, and consumer perception for leisure services, such as hotels, has become imperative to describing the marketing needs of an organisation.

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