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

May 13, 2024

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

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