Cornell Research: Successful service branding
Hospitality brands today face a brutally competitive environment characterized by a “sea of sameness” that threatens to drive all brands in a race to the bottom
Cornell Research identified three critical factors - service quality, service customization and service relationships - as critical to the success of service branding. They found that a personalized, relationship-based approach, coupled with consistent quality that meets customer expectations, is key to this success.
Key takeaways
- Consistent quality is critical to favourable brand and business outcomes.
- Failure to meet or exceed customer quality expectations can damage brands and businesses.
- Quality improvements should be implemented incrementally for optimal results, according to the researchers' findings.
Get the full report at Cornell Research