Start Date

6-1-2011 4:00 PM

End Date

6-1-2011 4:45 PM

Track

2. Track 2 - Poster Session

Subject Area

Marketing

Faculty Member

Howard Adler, Ed.D ,Purdue University Professor adlerh@purdue.edu

Abstract

The purpose of this study is to explore the relationship between the use of hotel mobile applications by students and its effects on brand loyalty. More specifically, this study analyzed the mediating effects of brand loyalty of the hotel company with brand awareness, and brand loyalty as measured by repeat patronage. It has been hypothesized that using mobile hotel apps will have a positive effect on the brand awareness, customer engagement and brand commitment, which in turn positively influences the brand loyalty. The research was drawn from a survey of 100 Purdue university students who are familiar with smartphone use and also because they are the future target market in the hospitality industry. This research will contribute to the hotel in buidling an understanding regarding how hotels can manage their brands using new technology for marketing.

Keywords

mobile marketing, smartphone application, brand loyalty

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Jan 6th, 4:00 PM Jan 6th, 4:45 PM

Student’s Use of Hotel Mobile Apps:Their Effect on Brand Loyalty

The purpose of this study is to explore the relationship between the use of hotel mobile applications by students and its effects on brand loyalty. More specifically, this study analyzed the mediating effects of brand loyalty of the hotel company with brand awareness, and brand loyalty as measured by repeat patronage. It has been hypothesized that using mobile hotel apps will have a positive effect on the brand awareness, customer engagement and brand commitment, which in turn positively influences the brand loyalty. The research was drawn from a survey of 100 Purdue university students who are familiar with smartphone use and also because they are the future target market in the hospitality industry. This research will contribute to the hotel in buidling an understanding regarding how hotels can manage their brands using new technology for marketing.