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Shifts in perception are largely caused by differences from property to property - or even within just one property itself - resulting in brand image changes or brand corruption. Simple things matter - like the soap used in a property's room in Florida should be the same as the soap used in a property's room in California. Customers expect consistency. They form a certain perception of the business through their consistent experience with it, but if inconsistency is experienced, it usually results in a lowering of brand image. Properties that are experiencing shifts in image need to review their business processes, especially their purchasing cycles because the purchasing process is an area where image or brand corruption can easily take place.
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