- Autor
- Dębski Maciej (University of Social Sciences), Górska-Warsewicz Hanna (Warsaw University of Life Sciences), Skalska Teresa (Vistula School of Hospitality)
- Tytuł
- Family-based Brand Equity in the Hospitality Industry
Kapitał marki bazujący na rodzinnym charakterze przedsiębiorstwa w sektorze usług noclegowych - Źródło
- Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 2019, nr 10 (63), s. 161-175, tab., bibliogr. 51 poz.
Research Papers of Wrocław University of Economics - Słowa kluczowe
- Kapitał marki, Usługi hotelowe, Przedsiębiorstwo rodzinne
Brand capital, Hotel services, Family-owned business - Uwagi
- Klasyfikacja JEL: M30, M31
streszcz., summ. - Abstrakt
- Konkurencyjność przedsiębiorstw rodzinnych świadczących usługi noclegowe jest istotnym czynnikiem gwarantującym ich funkcjonowanie na rynku. Wśród wyróżników firm rodzinnych wymienić można: gościnność, jakość świadczonych usług oraz relacje między gościem a przedsiębiorcą bazujące na zaufaniu. Badania empiryczne w formie CAWI przeprowadzono w latach 2017-2018 wśród 83 przedstawicieli firm rodzinnych. Analizie poddano 23 elementy charakteryzujące markę firm rodzinnych, w tym m.in. rozpozna- walne logo i nazwę, jakość usługi, zaufanie, otwartość na potrzeby gości. Głównym celem badań była odpowiedź na pytanie o percepcje znaczenia marki przez właścicieli obiektów noclegowych. Wyniki dowiodły, że w opinii ankietowanych marka odpowiada za identyfikację i wyróżnienie przedsiębiorstwa, umożliwia kształtowanie wizerunku, utrzymanie stałych klientów i pozyskanie nowych gości. Jednocześnie zapewnia rozwój przez zwiększenie siły przetargowej, osiągnięcie przewagi konkurencyjnej i zagwarantowanie dodatkowych przychodów.(abstrakt oryginalny)
The competitiveness of family-owned companies providing accommodation services is an important factor securing their operations. Among the characteristic features of the family-owned companies are: hospitality, the quality of the services provided and the relations between the guest and the owner which are based on mutual trust. Empirical research in the form of CAWI was carried out between 2017-2018 and covered 83 owners of family- -owned businesses. The authors analysed 23 elements characterising the brand of family- owned businesses, including a recognisable logo and name, the quality of the services, trust, openness to guests' needs. The particular aim of the research was to answer the question of the perception of a brand's importance among the owners of such companies. The results showed that in their opinion, the brand is responsible for identifying and distinguishing the company, helping to create the company's image, retaining regular clients and gaining new guests. At the same time, it secures the company's growth by improving its market power, providing its competitive advantage and generating additional income.(original abstract) - Dostępne w
- Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu - Pełny tekst
- Pokaż
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- Cytowane przez
- ISSN
- 1899-3192
- Język
- eng
- URI / DOI
- http://dx.doi.org/10.15611/pn.2019.10.12