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研究生:梁俐婷
研究生(外文):Li- Ting Liang
論文名稱:以顧客觀點探討旅館創新與品牌權益關係之研究
論文名稱(外文):Exploring The Relationship Between Hotel Innovation And Brand Equity From Customers’ Perspective
指導教授:吳紀美吳紀美引用關係
指導教授(外文):Chi-Mei Emily Wu
口試委員:吳紀美江莞兒姜淳方
口試日期:2012-05-25
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:137
中文關鍵詞:觀光旅館創新顧客體驗品牌權益
外文關鍵詞:Tourist Hotel InnovationCustomer ExperienceBrand Equity
相關次數:
  • 被引用被引用:1
  • 點閱點閱:210
  • 評分評分:
  • 下載下載:12
  • 收藏至我的研究室書目清單書目收藏:0
本研究目的主要在於探討旅館創新、顧客體驗與品牌權益之關聯性研究,並以觀光旅館為例(包含國際觀光旅館與一般觀光旅館)。以問卷調查法的方式進行研究並採用便利抽樣法,以大臺北地區2011年有住宿於觀光旅館經驗之顧客為受測對象,於火車站、捷運站以及熱鬧商店街區等地發放問卷,共計發放433份問卷,有效問卷為352份,問卷回收率為81%。分析工具主要透過SPSS及AMOS統計軟體進行結構方程式的測量與結構模式的分析,本研究結果顯示觀光旅館之創新對顧客體驗有正向顯著影響;觀光旅館之顧客體驗對品牌權益有正向顯著影響;觀光旅館之創新對品牌權益有正向顯著影響而觀光旅館之顧客體驗會對旅館創新、品牌權益之間產生中介效果。期望透過上述分析結果能提供學術界以及產業界做為飯店規劃經營策略時的參考。
This research aims to explore the relationship between hotel innovation, customer experience, and brand equity from Customers’ Perspective on Tourist hotel enterprise (include international tourist hotels and regular tourist hotels). The questionnaire survey method was used to collect data through convenience sampling from the customers who had stayed in the tourist hotels in 2011. A total of 433 questionnaires were sent, and 352 were retrieved, with a response rate of 81%. The SEM method was used to test the hypotheses of the study, the results indicated that hotel innovation exerted significant positive effects on customer experience;Customer experience exerted significant positive effects on brand equity;Hotel innovation exerted significant positive effects on brand equity. As to the moderating effects, the results found that customer experience could moderate the relationships between hotel innovation and brand equity. We expect the results of this study makes a valuable of theoretical and practical contributions to hotel industry in Taiwan.
第一章 緒論...................... 1
第一節 研究背景與動機............1
第二節 研究目的.................5
第三節 研究範圍與對象............6
第四節 名詞解釋.................7
第五節 研究流程.................8
第二章 文獻探討...................9
第一節 創新(innovation) ........9
第二節 顧客體驗 ................23
第三節 品牌權益 ................34
第四節 各構面關係及假設推導...... 49
第三章 研究方法.................. 53
第一節 研究架構與假設........... 53
第二節 研究對象及抽樣方法 ........54
第三節 操作性定義與衡量..........55
第四節 資料分析方法............. 59
第五節 前測結果.................63
第四章 研究結果...................65
第一節 樣本描述分析............. 65
第二節 各構面描述性統計......... 67
第三節 驗證性因素分析...........70
第四節 徑路分析 ...............105
第五章 結論與建議................111
第一節 研究討論 ...............111
第二節 研究結論 ...............117
第三節 研究建議 ...............119
參考文獻 .......................121
附錄一 研究問卷..................135


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