عنوان انگلیسی مقاله:

An examination of the relationship between Services Marketing Mix and Brand Equity Dimensions

ترجمه عنوان مقاله: بررسی رابطه بین آمیخته بازاریابی خدمات و ابعاد ارزش ویژه برند سهام

رشته: مدیریت گردشگری

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 13 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Services Marketing Mix, Gamification has become a focus of attention in an increasing number of fields including business, education, and health care. Through a wide range of applications and support functions, its potential for the tourism industry is significant. Gamification of tourism can contribute to a more rewarding interactions and higher level of satisfaction, as well as increase brand awareness and loyalty to the destination. As one of the first attempts to conceptualize gamification of tourism, this paper examines gaming in general terms and the application of it in specific tourism fields. It identifies game design elements that can contribute to a meaningful gamification. A few cases of best practices are presented to show how this innovative concept can benefit tourism marketing. Implications for tourism marketing and management are discussed as well as future research recommendations.

Keywords: Gamification, Serious games, Engagement, Loyalty, Tourism experiences

مقدمه مقاله

An examination of the relationship between Services Marketing Mix and Brand Equity Dimensions

Services Marketing Mix, Brand equity create added value or favourableness that one product create it by means of brands name (Aaker, 2004). The name of a brand increases strategic and economic value for their owners (Gil, Andrs and Salinas, 2007).In today’s complicated world consumers face so many choices for choosing and purchasing goods and services and also decreasing time of purchasing and complication of decision making. Regarding to this issue, brand’s name capability can easily simplify customer decision making and reduce risks and also it define expectation and promote customer satisfaction (Farquhar, 1989).

Brand can create value for firms and customers and illustrate reasons for paying more by customers in the case of top brands. Brand play the main role for adding value similar to assets technology and raw material in each and every enterprises regarding to this issue that was mentioned, firms can also take advantage from specific value for name of brands as method for achieving stable competitive advantages (Fledwick, 1996).

On the other hand services marketing mix is mentioned as a valuable tool for recognizing customers of each market sectors. In this research take advantage from seven main factor of marketing mix (including: price, product, place, advertising, physical evidence, process and people). The main objective of this research is to investigate relationship between dimensions of brand equity and service marketing mix in chain stores.

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