THE ROLE OF BRANDS IN THE COMPOSITION OF THE MENTAL IMAGE THE SERVICES SECTOR CLIENTELE HOTELS IN JORDAN (AN EMPIRICAL STUDY ON HOTELS IN AMMAN)

摘要

This study aimed to identify the elements and components of the brand in the formation of a mental image with customers services sector hotels in Jordan and identify the most important factors influencing the formation of the image to have and to identify on the impact of demographic factors in the formation of a mental image with Hola customers, is the problem of the study in it on the hotels to choose and prepare a trademark and logo crossing and creatively to their projects to serve as a customer eye that sees them service and recognizes its existence and its quality, because the absence or lack of a trademark characteristic of service leads to defect and failure to continue to provide services for hotels in the market, I came importance of the study of the services sector hotel occupies a great importance in the structure of the national economy of Jordan, which is one of the industries that support economic and social development, and is a cornerstone of a strong strategic to the national economy of Jordan, I study population consisted of All hotels operating in the city of Amman five-star and four, and represented all the customers who deal with these hotels of (20) Hotel, the sample size of the study, the researcher has obtained a representative sample of the community overall, where he settled total customers covered within the study sample at (484) with a single, the study found a number of findings and recommendations, notably emphasis on the departments of hotels operating in Jordan to launch promotional campaigns and a strong marketing contacts through which the definition of customers and remind them of favoring its bran,.the departments of hotels operating in Jordan hotels provide services of high value, and serve to distinguish the services of the hotels bearing its brand for hotel services competition in the market.The importance of hotels to take advantage of the famous brand in access to the largest segment of the target customers, and work on the development of their brands to become a successful international signs.concentration departments operating hotels in Jordan on the employment brand so that they become an essential means of publicity and advertising and marketing services for hotels and services.Work to pay enough attention when choosing the name and form of brand services for hotels and services, being of great importance in the formation of a mental image with customers.