Hotel Brand Preference and Customer Loyalty In Davao City

Abstract

The growth of competitive hotel firms in Davao City are chasing scarce new customers. Keeping loyal customers and facing the unrelieved decline of customers fulfilment which may affect loyalty to the brand. Primarily, the purpose of this study is to thrive a model that grasp an understanding and scrutinize the relevance of brand preference and customer loyalty. Using percentage, mean, and Pearson-r as statistical tool to measure the data. The findings revealed that the independent variables in the level of brand preference has significant positive effects relation with customer loyalty. Researchers utilized this study in six selected hotels brand in Davao City and the evaluation of the survey assessment in accordance to the hotel guests’ experiences. The findings of the study will patronage future researchers as the reference related to their case subject research.