توجه: محتویات این صفحه به صورت خودکار پردازش شده و مقاله‌های نویسندگانی با تشابه اسمی، همگی در بخش یکسان نمایش داده می‌شوند.
۱Impact of Service Quality on Brand Loyalty and Brand Image in the Luxury Hotels: Some Evidence from IRAN
نویسنده(ها): ،
اطلاعات انتشار: اولین کنفرانس بین المللی مدیریت بازاریابی، سال
تعداد صفحات: ۱۸
Building brand equity is considered to be one of the key drivers of a business's success. Success in brand management results from understanding brand equity precisely. This study examines what constitutes brand equity in the hotel industry and demonstrate a method for how it can be measured. The focus of this study is to investigate and examine the possible relationship between customer based brand equity and service quality in the hospitality industry through conducting an empirical study in IRAN. The study developed a structural equation model (SEM); the psychometric properties of measures of the study are assessed through the use of reliability analysis, confirmatory analysis, and correlation analysis. Hypothesized relationships are tested through SPSS 11 and LISREL 8.5 using path analysis. One of the most important conclusions that may be drawn from this study lies in the fact that perceived quality, brand loyalty, and brand image are three distinct dimensions of brand equity in IRAN hotel industry. Furthermore, tangibility turned out to be the only dimension of perceived quality that effects brand loyalty and as a result brand image in Iran’s hotel industry.<\div>

۲An Application of Lean Six Sigma Program and Methodology in Higher Education with Special Reference to Eastern Mediterranean University
اطلاعات انتشار: کنفرانس بین المللی استراتژیها و تکنیکهای حل مسئله، سال
تعداد صفحات: ۲۷
Lean Six Sigma is an approach which focuses on improving quality, reducing variation and eliminating waste in an organization. The concept of combining the principles and tools of Lean Enterprise and Six Sigma has occurred in the literature over the last several years. But, the majority of Lean Six Sigma applications have been focusing on manufacturing application and not much literature has been provided for implementing Lean Six Sigma program to services and especially educational institutes. This research explores the applicability of Lean Six Sigma improvement to a university setting such as Eastern Mediterranean University (EMU). A case study is conducted to illustrate the effective use of Lean Six Sigma to reduce waste and inefficiencies in a service function of the university. The Registrar’s Office of the university is selected and Lean Six Sigma methodology is applied to the main processes of the department through the DMAIC (Define– Measure–Analyze–Improve–Control) problem solving approach. Lastly, the study formulates strategies for successful introduction and implementation of Lean Six Sigma in EMU. Suggestions are made regarding the necessary organizational culture changes, management style, concepts and methods that would constitute a Lean Six Sigma organization.<\div>
نمایش نتایج ۱ تا ۲ از میان ۲ نتیجه