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

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dc.contributor.advisorHoward Adler, Ed.D ,Purdue University Professor adlerh@purdue.edu
dc.contributor.authorKim, Donghee
dc.contributor.departmentPurdue University - Main Campus
dc.coverage.temporal2011-01-06T16:45:00-08:00
dc.coverage.temporal2011-01-06T16:00:00-08:00
dc.date2023-09-22T21:32:58.000
dc.date.accessioned2024-04-26T17:34:53Z
dc.date.available2024-04-26T17:34:53Z
dc.date.issued2011-01-06
dc.description.abstractThe 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.
dc.identifier.urihttps://hdl.handle.net/20.500.14394/30006
dc.relation.urlhttps://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1242&context=gradconf_hospitality&unstamped=1
dc.source.statuspublished
dc.subjectMarketing
dc.subjectmobile marketing
dc.subjectsmartphone application
dc.subjectbrand loyalty
dc.titleStudent’s Use of Hotel Mobile Apps:Their Effect on Brand Loyalty
dc.typeevent
dc.typeevent
digcom.contributor.authorisAuthorOfPublication|email:kim1116@purdue.edu|institution:Purdue University - Main Campus|Kim, Donghee
digcom.identifiergradconf_hospitality/2011/Poster/38
digcom.identifier.contextkey1560729
digcom.identifier.submissionpathgradconf_hospitality/2011/Poster/38
dspace.entity.typePublication
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Graduate Student Research Conference in Hospitality and Tourism