Department of Curriculum Studies, Education Technology and Media

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Browsing Department of Curriculum Studies, Education Technology and Media by Subject "hotel service"

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    Brand Equity Manangement and Customer Loyalty. The Moderating Role of Business Competitiveness in the Hotel Service Sector in Gulu City
    (Gulu University, 2024) Onyuta, Ochola Alfred.
    Management of brand equity is important in enhancing customer loyalty in the service sector in the wake of competitive business situations. This study investigated the moderating role of business competitiveness in the relationship between brand equity management and customer loyalty in the hotel service sector in Gulu city. The specific objectives of the study were: to assess the level of customer loyalty in the hotel service sector in Gulu City; to examine the association between brand equity management and business competitiveness in the hotel industry; to examine the association between Brand Equity Management and Customer Loyalty in the hotel Industry in Gulu City; and to examine the moderating role of business competitiveness in the association between brand equity management and customer loyalty in the hotel Industry. Descriptive and causal research designs were used in the study with purely quantitative approach. Data were collected using structured questionnaires from 300 customers and I 00 managers from I 00 different hotels within Gulu City. Data were analyzed using descriptive statistics (frequencies and percentages) and inferential statistics (correlation and regression) with the aid of Statistical Package for Social Sciences (SPSS) version 25.0. Study findings revealed: a high level of customer loyalty in the hotel sector in Gulu City: a moderate and significant positive relationship between brand equity management and business competitiveness; all the elements of brand equity management (brand evaluation, brand association and bra11d awareness) have a significant positive effect on customer loyalty; and finally. business competitiveness moderates the relationship between brand equity management and customer loyalty in the hotel sector in Gulu City. The study concluded that brand equity management has a significant positive effect on customer loyalty and business competitiveness has a significant interaction effect on the relationship between brand equity management and and customer loyalty in the hotel service sector in Gulu City. The study recommended that; strategics aimed at improving customer loyalty should focus on brand evaluation. brand association and brand awareness; and the study recommended need to strengthen business competition while implementing brand equity management in order to influence customer loyalty.