Family-based Brand Equity in the Hospitality Industry

• Autorzy: Maciej Dębski , Hanna Górska-Warsewicz , Teresa Skalska

Warianty tytułu

Kapitał marki bazujący na rodzinnym charakterze przedsiębiorstwa w sektorze usług noclegowych

• Języki publikacji: EN

Abstrakty

EN

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)

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)

Słowa kluczowe

EN

Brand capital; Hotel services; Family-owned business

PL

Kapitał marki; Usługi hotelowe; Przedsiębiorstwo rodzinne

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2019
• Numer: nr 10 (63)
• Strony: 161--175

Twórcy

autor

Maciej Dębski

• University of Social Sciences

autor

Hanna Górska-Warsewicz

• Warsaw University of Life Sciences

autor

Teresa Skalska

• Vistula School of Hospitality

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Identyfikatory

DOI

10.15611/pn.2019.10.12