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Impacts of Green Certification on Br...

Onopriyenko, Viktoriya.

Impacts of Green Certification on Brand Image, Operational Efficiency, and Customer Attraction Capabilities.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Impacts of Green Certification on Brand Image, Operational Efficiency, and Customer Attraction Capabilities.
Author:	Onopriyenko, Viktoriya.
Published:	Ann Arbor : ProQuest Dissertations & Theses, 2018
Description:	87 p.
Notes:	Source: Masters Abstracts International, Volume: 58-02.
Notes:	Adviser: Pernille Eskerod.
Contained By:	Masters Abstracts International58-02(E).
Subject:	Management.
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10842864
ISBN:	9780438406629

Impacts of Green Certification on Brand Image, Operational Efficiency, and Customer Attraction Capabilities.
Onopriyenko, Viktoriya.

Impacts of Green Certification on Brand Image, Operational Efficiency, and Customer Attraction Capabilities. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 87 p.

Source: Masters Abstracts International, Volume: 58-02.

Thesis (M.B.A.)--Webster University, 2018.

In the recent past, the impact of green certification on hotels' brand image, operational efficiency and customer attraction capabilities has gained much attention among scholars, creating a debate on the role of green certification in improving hotels' general brand image and ability to attract more customers. The main objective of this study was to explore the impacts of green certification on the brand image, operational efficiency and customer attraction capabilities of hotels in Vienna. Through qualitative research methods, the study used interviews, online sources and databases to gain the opinions and perceptions of hoteliers on how green certification impacts on their hotels with regards to the three variables. The data were analysed through thematic analysis and the results show that green certification improves the brand image of hotels by setting a brand standard, improving brand equity, and promoting brand differentiation. Moreover, the results show that green certification improves operational efficiency by reducing operational costs. Last but not least, the study found that green certification improves customer attraction capabilities through green marketing and stakeholder engagement. The study, therefore, concludes that hoteliers can use green certification as an important tool for improving hotel performance through improved brand image, operational efficiency and customer attraction capabilities.

ISBN: 9780438406629Subjects--Topical Terms:

180005
Management.

Impacts of Green Certification on Brand Image, Operational Efficiency, and Customer Attraction Capabilities.
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