The purpose of this study is to provide a better insight into the impact of rebranding on stakeholders; the case for this study is the rebranding of the Hotel Management School (HMS). This research has explored how the stakeholders have experienced rebranding and how the rebranding has affected the brand identity, image and loyalty. A qualitative research method was used and data was gathered conducting semi-structured, face-to-face interviews with the students, staff and industry partners. The data illustrates that due to effective internal communication the employees were not affected by the rebranding. Nevertheless, the brand identity, image and loyalty did not have the same effect on the students and industry partners. Thus, it is recommended that HMS pay more attention to improving the communication, rebuilding and expansion of the brand identity.
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This dissertation increases our insight into the role of the service employee’s intercultural competences in the service to culturally diverse customers. Investigating the effect of the intercultural competences of service employees is of major importance because, as a consequence of globalization, the number of intercultural service encounters has increased dramatically and still does. The delivery of service to a culturally diverse customer-base requires a combination of knowledge, skills and attitude; the intercultural competences (also known as Global Mindset). In this study the hotel sector has been investigated specifically. The hotel sector is an important economic player that continues to grow inspite of economic downturn. The special characteristics of hotel services make the sector also very suitable for the research of face-to-face encounters in an international context. In this dissertation, a holistic approach has been chosen, meaning that in the four empirical studies not only the perspective of the manager, but also that of the employee and the customer was investigated. All three of the above-mentioned are actors in intercultural service according to the argumentation of the ‘service-profit chain’ (Heskett, Jones, et al., 1994). Together, the manager, employee and the customer form the so-called ‘service triangle’ (Bitner, 1990).
The goal for the coming years is to get insight in the guest experience in hotels. What is guest experience? How to measure guest experience? What is the relation between guest experience and guest loyalty? And finally, what tangible elements in the physical environment of hotels and the contact with hotel employees may improve the experience of hotel guests? And in what way should these elements be changed? This paper describes the first and second step towards this goal: a theoretical background of guest experience and the development of the Guest Experience Scan for NH Hoteles. This Guest Experience Scan is a quantitative instrument trying to measure guests’ affective evaluation of the physical environment of the hotel and the contact with the hotel employees.
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