Brand Value Of Domestic Five-star Hotel Based On Customer Perceived Quality

It is pivotal to enhance brand value in virtue of brand management, which is an essential strategy regarding to hotel competition worldwide. Meanwhile, the value of a brand to customers is the basal. Therefore, it is of great significance both academically and practically to research on strategies and measures to enhance brand value from the customers' perspective.Taking domestic five-star hotels as objects, a combined methodology of literature review, content analysis and statistic analysis based on SPSS 15.0 software is used in the research to develop the relation between customer perceived quality and hotel brand value. The following results are educed: Customer perceived quality of domestic five-star hotel is constituted by five dimensions, ranking as reliability, assurance, tangibile, responsiveness and empathy, according to the importance. Assurance, empathy, reliability and tangible have a significant positive relation with brand image. Reliability and assurance have a significant positive relation with brand awareness. Reliability, assurance, responsiveness and empathy have a significant relation with brand loyalty. Brand awareness has a significant positive relation with brand loyalty. Brand loyalty has no significant relation with brand image. Managerial suggestions and measures are provided correspondingly as below: Hotels should build up brand value conception and strengthen brand consciousness; pay attention to reliable factors and establish customer credit; regard assurance factors and enhance employee accomplishment; tangibilize the intangible and create core advantage; improve responsiveness factors and increase working efficiency; resort to empathy factors and add additional value; extend brand awareness and cultivate brand loyalty.The main innovations of the research include: 1) Correlative theories and model conducted by foreign researchers in their own countries are testified under Chinese cultural background with a basis of comments from Chinese customers as data source, and distinct conclusions are summarized. 2) An evaluating system of customer perceived quality is constructed. 3) The dimensions of domestic hotel customer perceived quality are ranked in virtue of the importance scale.