A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Chaturvedi, Ramesh Kumar
- Role of Advertisement in Brand Attitude and Consumer Decision Making
Authors
1 Department of Management Studies, Gurughasidas University (A Central Government University), Bilaspur, CG, IN
Source
Asian Journal of Management, Vol 5, No 4 (2014), Pagination: 415-419Abstract
Idea:
Advertisement is known to develop consumer attitudes towards products and services portrayed in message. Are marketers really engaging consumers to act favorably through branding done by advertising or consumers simply enjoy marketing communication and respond with inaction? Relation of Cognition, Affect and Behavior (CAB) with Advertising is explored in this paper. Issues pertaining to effectiveness of advertising are much discussed among industry and academicians alike. Ability of advertisement to build brand attitude then to translate brand attitude into purchase (behavior) and finally bring permanency in behavior though entrenched, strong and favorable consumer attitude is focal point of this research.
Scope:
Effectiveness of advertising has always a matter of interest to marketers. This paper deals with finding what consumers think about an advertisement and up to what extent an advertisement engages consumer exposed to advertisement. Influence of advertising on purchase decision is also examined. The data is collected over a period of three months through structure questionnaire. Suitable constructs are used to capture underlying attitudes and perception of consumers.
Importance:
Knowing the role of advertisement in demand creation is a profound tool in hands of marketing communication planners. Through insight offered by the research, marketers could priorities their advertising budgets and stimulate the demand for the brands they manage.
Keywords
Branding, Consumer Decision Making, Advertising, Brand Attitude.
References
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- Mapping Service Quality in Hospitality Industry:A Case Through SERVQUAL
Authors
1 Department of Rural Management, Babasaheb Bhimrao Ambedkar University, (A Central Government University), Lucknow UP, IN
Source
Asian Journal of Management, Vol 8, No 3 (2017), Pagination: 413-423Abstract
This article focuses on developing an appropriate research framework to assess service quality and customer satisfaction in hospitality industry. The required data were collected through a questionnaire from customers at 4-star hotel in North India. The study is conducted in case study format and data is collected from hotel guests through self administered questionnaire while check-in and check-out.
The result of this study illustrates that service quality can significantly influence the satisfaction level of hotel guests. It is found that guest’s expectations are consistently not met when measured on redesigned five dimensions SERVQUAL at candidate hotel. Tangibility and Empathy are mainly underperforming dimensions where managerial focus must increase. Relatively candidate hotel performed well on Responsiveness dimension. The data analysis, if generalized, shows that 4-star hotels need to communicate more efficiently with their customers to create realistic expectations, be highly empathetic to issues and concerns of guest and provide better and more tailored services to them.
This article can offer important insight to managers of hospitality industry for planning their marketing communication, understanding the dynamics and importance of periodicity in assessing customer expectations and training need analysis of hotel staff.
Keywords
Hospitality, SERVQUAL, Service Quality, Customer Satisfaction.References
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