Examining the association between brand image, price and customer satisfaction: An empirical analysis of hospitality sector of Delhi region

Richa Sharma; Pooja Sharma

Volume : V, Issue : V, May - 2016

Examining the association between brand image, price and customer satisfaction: An empirical analysis of hospitality sector of Delhi region

Richa Sharma, Pooja Sharma

Abstract :

This study aims to find the impact of and image and price on customer satisfaction in hotel industry of Delhi region. Three variables were being examined, and image and price as an independent variable and customer satisfaction as dependent variable. Data was collected from two hundred customers who stayed at the hotels through questionnaires. Data was analysed in the form of reliability analysis. Multiple regression was applied to examine the impact of factors on customer satisfaction. Result revealed that two factors of hotel industry such as and image and service price have a positive and significant impact on customer satisfaction. Study has several managerial implications.