A study of the extent of brand loyalty exhibited by business travellers towards the lodging product
Davis, Nigel Roger John
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see documentBrand loyalty measurement is important because of the extensive use of branding in the lodging industry during recent years. As the industry has matured, segmentation strategies have been adopted by lodging companies. Brands were supposed to protect market share,build brand loyalty, and differentiate the product (Withiam 1985).
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