A Study of Brand Image Towards Customer Satisfaction with Budget Hotels In Kuala Lumpur, Malaysia

Abstract

The budget hotel is a contemporary idea that changes the demand for tourism products and services in the hospitality sector of the tourism industry. Compared to the typical full-service hotels offering many facilities, budget hotels always provide basic services for the visitors with no extra facilities result, understanding a study of the brand image towards customer satisfaction in budget hotels. Therefore, the study investigates the impact of brand image on customer satisfaction with budget hotels in Kuala Lumpur, Malaysia. This study is conducted using a quantitative research approach through an online questionnaire to collect the data. A total of 283 respondents have participated in this study. The findings reveal that brand image, quality of services, and price have significant positive relationships with customer satisfaction in budget hotels. The researchers have proposed a few recommendations related to the study.