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Browsing by Author "Bowen, John T."

Now showing 1 - 2 of 2
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    The effect of price, brand name, and level of advertising on perceived service quality, perceived service value, and purchase intention of the lodging industry
    Sun, Yu-Hua Christine (Virginia Tech, 1995)
    This dissertation investigates the effects of price, brand name, and level of advertising on consumers’ perceptions of service quality, service value, and their willingness to stay at a lodging facility. Hypotheses are derived from a conceptual model to posit the relationship that the three extrinsic cues of price, brand name, and level of advertising have with the constructs of perceived service quality, perceived service value, and willingness to stay (purchase intention). Additionally, the interaction effects of the extrinsic cues on the three constructs are evaluated. Moreover, the relationships among the constructs of perceived service quality, perceived service value, and willingness to stay are examined. Overall, the analysis gave strong support for the hypothesized effects of price. There was a lack of support for the hypothesized effects of brand name and level of advertising on consumers’ service evaluations. Results revealed that perceived service value is a more comprehensive measure of consumers’ overall evaluation of a service than perceived service quality. Theoretically, this research partially tests a model that goes beyond the price perceived good quality paradigm. Managerially, this study helps in determining the price, brand name, and level of advertising appropriate to obtain better service evaluations from consumers.
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    The evolution of marketing research [Summary]
    Morosan, Cristian; Bowen, John T.; Atwood, Morgan (Virginia Tech, 2014)
    The purpose of this study is to provide a domain statement for hospitality marketing research. The objectives of the study are to analyze the evolution of hospitality marketing research over the past 25 years, determine how the research paradigms changed over time in hospitality marketing relative to mainstream marketing and provide scholars with suggestions for developing and managing a marketing research agenda. The findings of this study help not only scholars involved in marketing research but also hospitality scholars across all disciplines.