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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

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dc.contributor.authorSun, Yu-Hua Christineen
dc.contributor.committeechairMcCleary, Kenen
dc.contributor.committeememberBowen, John T.en
dc.contributor.committeememberHiemstra, Stephen J.en
dc.contributor.committeememberMurrmann, Suzanneen
dc.contributor.committeememberWeaver, Pamelaen
dc.contributor.departmentHospitality and Tourism Managementen
dc.date.accessioned2014-03-14T21:12:40Zen
dc.date.adate2008-06-06en
dc.date.available2014-03-14T21:12:40Zen
dc.date.issued1995en
dc.date.rdate2008-06-06en
dc.date.sdate2008-06-06en
dc.description.abstractThis 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.en
dc.description.degreePh. D.en
dc.format.extentxvi, 214 leavesen
dc.format.mediumBTDen
dc.format.mimetypeapplication/pdfen
dc.identifier.otheretd-06062008-155301en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-06062008-155301/en
dc.identifier.urihttp://hdl.handle.net/10919/38102en
dc.language.isoenen
dc.publisherVirginia Techen
dc.relation.haspartLD5655.V856_1995.S867.pdfen
dc.relation.isformatofOCLC# 35020468en
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subject.lccLD5655.V856 1995.S867en
dc.titleThe effect of price, brand name, and level of advertising on perceived service quality, perceived service value, and purchase intention of the lodging industryen
dc.typeDissertationen
dc.type.dcmitypeTexten
thesis.degree.disciplineHospitality and Tourism Managementen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.leveldoctoralen
thesis.degree.namePh. D.en

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Theses and Dissertations, Hospitality and Tourism Management (HTM)