The Study of Consumer’s Post-Purchase Evaluation toward Brand Equity of Five Stars Hotels in Thailand

Abstract: Date: May 30, 2011 Program: MIMA- International Marketing Course Name: Master Thesis (EFO705) Title: The Study of Consumer’s Post-Purchase Evaluation toward Brand Equity of Five Stars Hotels in Thailand Research Problem: What are the characteristics of brand equity of five star luxury hotels in Thailand and which components of brand equity are the majority concerns from customers’ evaluation? Purpose: The study aims to investigate and analyze the interrelationship of brand equity of five stars hotels in Bangkok, Thailand and post-purchase evaluation in order to provide valuable information on how five stars luxury hotels in Thailand can successfully and appropriately exploit the hotel brand equity so as to create the branding strategy and to create a competitive advantage in the long run. Method: Qualitative approach was used to observe the data in the form of content analysis. While, the quantitative approach is employed in order to summarize the finding result. The data collection, the secondary source is the heart of this research such as hotel reviews, brand equity books and related articles. Conclusion: The empirical findings from hotel guest’s post-purchase evaluation reveal the most significant components of brand equity for five stars Thai hotel industry which are perceived quality and brand loyalty. Whereas, brand awareness and brand association are considered the least significant of all brand equity components from customer’s perception. Keywords: Brand equity, Brand loyalty, Brand awareness, Perceived quality, Brand association, Five Stars Hotel in Thailand, Thai Hotels Industry