Influence of Customer Based Brand Equity on Organizational Competitiveness in The Hospitality Industry: A Case Study of Caramel Restaurant and Lounge, Nairobi.

Abstract

The purpose of this study was to investigate the influence of customer based brand equity on organizational competitiveness of Caramel Restaurant and Lounge, Nairobi. Its objectives included to assess the influence of brand awareness on the organizational competitiveness of Caramel Restaurant and Lounge, Nairobi, to establish the role that brand loyalty has on the organizational competitiveness of Caramel Restaurant and Lounge, Nairobi, to investigate the influence of perceived quality on the organizational competitiveness of Caramel Restaurant and Lounge, Nairobi, and to determine the influence of brand image on the organizational competitiveness of Caramel Restaurant and Lounge, Nairobi. This study used a descriptive research design and the target population was all the 52 Caramel Restaurant and Lounge employees and the customers that visited the restaurant per day who averaged 210. Simple random sampling technique was used to select 50% of the customers and a census was used to include all the staff in the study resulting to a sample size of 157 respondents (52 staff and 105 customers). This study used primary data, which was collected by use of structured questionnaires. An interview was also conducted with the senior most managers at the restaurant. Quantitative data was analyzed by use of both descriptive and inferential statistics by use of statistical package for social sciences (SPSS) version 22. Descriptive statistics included frequency distribution, percentages, mean and standard deviation. The study found that brand awareness, brand loyalty, perceived quality and brand image had a significant influence on organizational competitiveness in Caramel Restaurant and Lounge and that their prices were very high and this affected continued patronage. The study recommended that the restaurant should reduce their prices or change their offering to match customer expectation and enhance perceived quality.

Description

MASTER OF BUSINESS ADMINISTRATION in Marketing

Keywords

customer based brand equity, organizational competitiveness, brand loyalty

Citation

Muthoni, G. (2017). Influence of Customer Based Brand Equity on Organizational Competitiveness in The Hospitality Industry: A Case Study of Caramel Restaurant and Lounge, Nairobi. Daystar University, School of Business and Economics