Ahmed, A., Ghareeb, A., Ezzat, H., Abdoulaleem, M. (2022). The Impact of Golden Square (IPSL) on Customers Purchase Decision in Five Star Hotels in Cairo. test, 16(2), 113-132. doi: 10.21608/ijhth.2022.415381
Abd Elhamid Mahmoud Ahmed; Ashraf Elsayed Ghareeb; Hesham Ezzat; Magdy Abdoulaleem. "The Impact of Golden Square (IPSL) on Customers Purchase Decision in Five Star Hotels in Cairo". test, 16, 2, 2022, 113-132. doi: 10.21608/ijhth.2022.415381
Ahmed, A., Ghareeb, A., Ezzat, H., Abdoulaleem, M. (2022). 'The Impact of Golden Square (IPSL) on Customers Purchase Decision in Five Star Hotels in Cairo', test, 16(2), pp. 113-132. doi: 10.21608/ijhth.2022.415381
Ahmed, A., Ghareeb, A., Ezzat, H., Abdoulaleem, M. The Impact of Golden Square (IPSL) on Customers Purchase Decision in Five Star Hotels in Cairo. test, 2022; 16(2): 113-132. doi: 10.21608/ijhth.2022.415381

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

International Journal of Heritage, Tourism and Hospitality
Volume 16, Issue 2, December 2022, Pages 113-132    PDF (425.46 K)
Document Type: Original Article
DOI: 10.21608/ijhth.2022.415381
Authors
Abd Elhamid Mahmoud Ahmed1; Ashraf Elsayed Ghareeb2; Hesham Ezzat2; Magdy Abdoulaleem2
1Master Scholar, Hotel Studies Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum, Egypt
2Professor, Hotel Studies Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum, Egypt
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. 
Keywords
Golden Square (IPSL); Image; Positioning; Customer Satisfaction; Customer Loyalty; Purchase-decision
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