The Survey And E Survey

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* 3.5 Data Collection This research will be doing the street survey and e-survey. It means the questionnaire will be printed out and will be sent to the respondents in the business area or shopping street. Also, the questionnaire will be posted on the Survey Monkey, which is a survey website, and the respondents can have the link and fill up the questionnaire online. The questionnaire will be sent it to at least 50 respondents to fill it up, and the respondents need to fill out the questions according to their past experience stay in the Preston Marriott Hotel. After the respondents have finished the questionnaire, the result from the questionnaire will be doing the average variance extracted and it is to check the hypothesises…show more content…
Another reason of guests prefer to select a credible brand and it can help them save shopping time rather then choose a brand and they do not know before. This kind of phenomenon can be found in the luxury hotels, and some of the customers prefer to pay more money for room and services to decrease their risks on their expectation, the service from the hotel, and the high quality requirement on the hotel rooms (Abdelbamied, 2011). Therefore, this proposal will define the impact of brand credibility on brand preference, information costs saved, perceived risk, and brand prestige on behavioural intention. 2. Literature Review Nowadays, the importance of brand credibility was greatly admitted as a significant role in pricing strategies on customer perceptions already, and it shows by the interactions of the salesperson, and the advertising and online website catalogues. Sweeney and Swait (2008) identified that trustworthiness and capability are two elements of the brand credibility. According to the researches by Louviere et al. (2002), it supports that the quality perceptions of the customers will probably rise through the brand credibility. Researchers also find that brand credibility can probably increase that guests will contain the consideration set of the brand (Erdem and Swait, 1998). * 2.1 Brand Preference Hughes (1976) said that customer research directly set up the empirical support for the
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