The Impact of Golden Square (IPSL) on Customers Purchase Decision in Five Star Hotels in Cairo

Ahmed, Abd Elhamid Mahmoud; Ghareeb, Ashraf Elsayed; Ezzat, Hesham; Abdoulaleem, Magdy

doi:10.21608/ijhth.2022.415381

The Impact of Golden Square (IPSL) on Customers Purchase Decision in Five Star Hotels in Cairo

Document Type : Original Article

Authors

¹ Master Scholar, Hotel Studies Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum, Egypt

² Professor, Hotel Studies Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum, Egypt

10.21608/ijhth.2022.415381

Abstract

This study aims to identify the impact of Golden Square (IPSL)" image, positioning, satisfaction, and loyalty" on customers purchasing decisions in five-star hotels in Cairo and investigate the variables of each element of IPSL. Quantitative analysis was used based on a survey of 400 questionnaires distributed to the customers of (22) five-star hotels in great Cairo by using cluster sampling. A total of (380) usable questianaire were obtained after eliminating invalid and incomplete responses, representing an effective response rate of (95%). The results of this study revealed that the golden square IPSL explain 55.9 % of the hotel customers' purchasing decision, and revealed that customer loyalty, customer satisfaction, and positioning are important factors for a customer purchase decision. Furthermore, the study showed that image has a positive effect on the customer purchasing decision, while the study couldn’t explain to what extent image impact the customer purchasing decision in Cairo five-star hotels, as (β= 0.018 and p>0.05) . The findings can be used to enrich the knowledge related to how hotels manager and marketers fully understand haw the golden square elements of marketing (IPSL) could used to influence on customers behavior and consequently improve their marketing campaigns according to that.

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