The Role of Supplementary Services in Enhancing Customer-Based Brand Equity: An Applied Study on Five Star Hotels in Cairo City

Abstract

This research focused on understanding the important of Supplementary Services (SS) and its role in enhancing Customer-Based Brand Equity (CBBE) in Five-stars Hotels in Cairo city in Egypt. In order to achieve this, the research dealt with the concepts of SS, its dimensions and CBBE concepts and its dimensions. The field study dealt with the role of SS in enhancing and improving CBBE by preparing a survey list and distributing it to 384 customers who benefit from the services provided in the five-star hotels in Cairo using the sample method due to the large size of the population where the received and correct lists reached 300 survey lists and survey responses were 78%. The statistical analysis was carried out by means of a number of statistical methods and tests, such as the confirmatory factor analysis method, multiple regression and correlation analysis and one-way ANOVA method. The research reached to a number of results the most important of them is there is a positive statistically significant relationship between the dimensions of SS (information, order taking, billing, payment, consultation, hospitality, safe keeping and exception) and CBBE. In light of the results of the research, it was possible to reach a set of recommendations, the most important of which are, (1) the need for officials in the five-star hotels under study to provide SS that value-enhancing services such as (hospitality consultation-exception), (2) the need for attention of those responsible for the hotel's brand image, preservation of its history and reputation, and attention to everything that makes the hotel's image appropriate. However, the scope of this study, the methods used in it, and its findings indicate that there are areas for further future studies. Keywords: Supplementary Services, Customer-Based Brand Equity, Brand Awareness, Brand Image, Brand Loyalty, Hospitality. ‫الملخص‬ ‫التكميلية‬ ‫الخدمات‬ ‫أهمية‬ ‫فهم‬ ‫على‬ ‫البحث‬ ‫هذا‬ ‫ركز‬ ‫و‬ ‫لدى‬ ‫التجارية‬ ‫العالمة‬ ‫تعزيز‬ ‫في‬ ‫دورها‬ ‫ا‬ ‫تناول‬ ‫ذلك‬ ‫ولتحقيق‬ .‫مصر‬ ‫في‬ ‫القاهرة‬ ‫بمدينة‬ ‫نجوم‬ ‫الخمس‬ ‫الفنادق‬ ‫في‬ ‫العمالء‬ ‫بعض‬ ‫لبحث‬ ‫التكميلية‬ ‫الخدمات‬ ‫مثل‬ ‫المفاهيم‬ ‫وأ‬ ‫ومفهوم‬ ‫بعادها‬ ‫وأبعاد‬ .‫العمالء‬ ‫لدى‬ ‫التجارية‬ ‫العالمة‬ ‫و‬ ‫لدى‬ ‫التجارية‬ ‫العالمة‬ ‫وتحسين‬ ‫تعزيز‬ ‫في‬ ‫التكميلية‬ ‫الخدمات‬ ‫دور‬ ‫الميدانية‬ ‫الدراسة‬ ‫تناولت‬ ‫على‬ ‫وتوزيعها‬ ‫استقصاء‬ ‫قائمة‬ ‫إعداد‬ ‫خالل‬ ‫من‬ ‫العمالء‬ 483 ‫من‬ ‫يستفيدون‬ ً ‫عميال‬ ‫المقدمة‬ ‫الخدمات‬ ‫الميسرة‬ ‫العينة‬ ‫أسلوب‬ ‫باستخدام‬ ‫القاهرة‬ ‫بمدينة‬ ‫نجوم‬ ‫الخمس‬ ‫الفنادق‬ ‫في‬ ‫المجتمع‬ ‫حجم‬ ‫لكبر‬ ً ‫نظرا‬ , ‫إلى‬ ‫والصحيحة‬ ‫المستلمة‬ ‫القوائم‬ ‫وصلت‬ ‫حيث‬ 433 ‫االستبيان‬ ‫على‬ ‫الردود‬ ‫وكانت‬ ‫استقصاء‬ ‫قائمة‬ ‫بنسبة‬ 88 ٪ ‫وقد‬ ‫األساليب‬ ‫من‬ ‫عدد‬ ‫خالل‬ ‫من‬ ‫اإلحصائي‬ ‫التحليل‬ ‫إجراء‬ ‫تم‬ ‫اإلحصائية‬ ‫واالختبارات‬ ‫مثل‬ ‫اسلوب‬ ‫الع‬ ‫تحليل‬ ‫التوكيدى‬ ‫امل‬ ‫المتعدد‬ ‫واالرتباط‬ ‫االنحدار‬ ‫وتحليل‬ ، ‫و‬ ‫التباين‬ ‫تحليل‬ ‫اسلوب‬ ‫االتجاه‬ ‫احادى‬ ‫الجاهزة‬ ‫االحصائية‬ ‫البرامج‬ ‫حزمة‬ ‫خالل‬ ‫من‬ ‫وذلك‬ SPSS. ‫و‬ ‫أ‬ ‫بين‬ ‫إحصائية‬ ‫داللة‬ ‫ذات‬ ‫عالقة‬ ‫وجود‬ ‫أهمها‬ ‫النتائج‬ ‫من‬ ‫عدد‬ ‫إلى‬ ‫البحث‬ ‫توصل‬ ‫بعاد‬ ‫التكميلية‬ ‫الخدمات‬) ,‫المعلومات‬ ‫استالم‬ ,‫الطلبيات‬ ‫إصدار‬ ,‫الفواتير,الدفع‬ ‫تقديم‬ ,‫الضيافة‬ ,‫االستشارة‬ ‫حماية‬ ‫ممتلكات‬)‫واالستثناءات‬ ‫العميل‬ ‫و‬ .‫العمالء‬ ‫لدى‬ ‫التجارية‬ ‫العالمة‬ ‫البحث‬ ‫نتائج‬ ‫ضوء‬ ‫وفي‬ ‫العالمة‬ ‫تعزيز‬ ‫فى‬ ‫تساهم‬ ‫ان‬ ‫يمكن‬ ‫التى‬ ‫التوصيات‬ ‫من‬ ‫مجموعة‬ ‫الى‬ ‫التوصل‬ ‫امكن‬ ‫لدى‬ ‫التجارية‬ ‫اهمها‬ ‫من‬ ‫كان‬ ‫العمالء‬ (1) ‫باالهتمام‬ ‫الدراسة‬ ‫قيد‬ ‫نجوم‬ ‫الخمس‬ ‫الفنادق‬ ‫في‬ ‫المسؤولين‬ ‫قيام‬ ‫ضرورة‬ ‫(الضيافة‬ ‫مثل‬ ‫القيمة‬ ‫تعزيز‬ ‫بخدمات‬ ‫اكثر‬-‫االستشارة‬-‫و‬)‫االستثناء‬ (2) ‫اهتمام‬ ‫إلى‬ ‫الحاجة‬ ‫للفندق‬ ‫التجارية‬ ‫بالعالمة‬ ‫المسؤولين‬ ‫و‬ ‫صورته‬ , ‫وسمعت‬ ‫تاريخه‬ ‫على‬ ‫والحفاظ‬ ‫ما‬ ‫بكل‬ ‫واالهتمام‬ ‫ه‬ ‫مناسبة‬ ‫الفندق‬ ‫صورة‬ ‫يجعل‬ , ‫إلى‬ ‫تشير‬ ‫ونتائجها‬ ‫فيها‬ ‫المستخدمة‬ ‫والطرق‬ ‫الدراسة‬ ‫هذه‬ ‫نطاق‬ ‫أن‬ ‫إال‬ .‫المستقبلية‬ ‫الدراسات‬ ‫من‬ ‫لمزيد‬ ‫مجاالت‬ ‫وجود‬ ‫يونيه‬ ‫األول‬ ‫العدد‬ ‫التاسع‬ ‫المجلد‬ ‫واإلدارية‬ ‫المالية‬ ‫والبحوث‬ ‫للدراسات‬ ‫العلمية‬ ‫المجلة‬ 0202-373