The Role Of Brand Equity and it's Influence on Customer Choice in selected 3 and 4 star rated hotels in Kampala District.

Abstract

This study investigated the role of brand equity and its influence on customer choice in selected 3 & 4 star rated hotels in Kampala District, Uganda. The objectives were to assess the influence of perceived service quality, brand association, brand loyalty, and brand awareness on consumer decision-making; and to identify strategies hotels can adopt to enhance their brand equity. A mixed-methods approach was used, combining quantitative data from structured questionnaires (n=74) with qualitative insights from interviews with hotel managers and marketers. The collected data was analyzed using statistical package for the social sciences (SPSS) version 23. The study revealed that perceived service quality and brand association significantly influenced customer choice, particularly through reliability, comfort, and emotional connection to the hotel brand. Furthermore, the study established that brand awareness particularly digital visibility and prior brand familiarity were key influencers of customer choice of a hotel in Kampala. However, inconsistencies in service delivery and weak loyalty programs were noted as areas needing improvement. Based on the findings, the study recommended standardizing service quality across departments, enhancing online engagement and reputation management, implementing loyalty schemes, and upgrading hotel facilities. These strategies are essential for strengthening brand equity, increasing customer retention, and enhancing competitiveness in Kampala’s hospitality industry