Conceptualizing and managing the customer-based brand equity towards tourism SMEs' accommodation services

Lim, Zhi Qian (2018) Conceptualizing and managing the customer-based brand equity towards tourism SMEs' accommodation services. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research is a study about the conceptualizing and managing the customer-based brand equity towards tourism SMEs in Malaysia. This research was focused on the Small and Medium Sized enterprise for accommodation services in Melaka due to lack of conducted research focus on the customer-based brand equity for the Tourism SMEs. The definition of SMEs in Malaysia, the customer based brand equity role and also the importance of customer satisfaction discussed in this research. In this research, the researcher conduct with the quantitative method to measure the level of satisfaction of customers for Tourism SMEs’ accommodations services in Melaka. A questionnaire was conducted to survey the response from the customer perspective and collected the primary data. Therefore, the target respondents were the customers who experienced staying in the Small and Medium Sized Accommodation Services in Melaka. The data collected would be analysed by the SPSS method to understand the relationship between the customer-based brand equity and the customer satisfaction. The result showed the characteristics profile of the respondents was important to the research, and all the independent variables which were the brand awareness, brand loyalty, perceived quality, and brand association which belonged to brand equity had the significant relationship with the customer satisfaction towards tourism SMEs. On the other hand, this study has purposed the suggestion and recommendation to the industry field and also academic field. In the conclusion, the level of satisfaction of customers will impact on the successful brand equity development in Tourism SMEs.

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