Influence of Brand Image on Customer Retention in Pullman Yangon CenterPoint Hotel

Abstract

The Purpose of this research were 1) to learn about customer retention at Pullman Yangon CentrePoint Hotel, 2) to study the satisfaction level of Pullman Yangon CentrePoint Hotel, and 3) to study brand awareness factors, brand Experience, brand loyalty influencing customer retention at PYC. The subjects were 300 respondents of visitors who visited the PYC at least two times. The research instrument for this study involved a self-administered questionnaire comprising screening questions, demographic factors, independent variables, and dependent variables. Dichotomous, category scale, and Likert scale questions were employed to gather data on customer experiences at PYC, focusing on brand factors influencing customer retention. The systematic results of the hypothesis testing reveal significant positive influences of brand awareness, brand experience, and brand loyalty on customer retention at PYC. The findings, derived through Multiple Regression Analysis, provide valuable insights into the interplay of these brand factors, with hypotheses all being supported.