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研究生:王嘉翎
研究生(外文):Chia-Ling Wang
論文名稱:旅行社之品牌資產,顧客滿意度與行為意圖及願付價 格關係之研究:以康福旅遊為例
論文名稱(外文):The Study of Brand Equity, Customer Satisfaction, Purchase Intentions, and Willing to Pay More for the Travel Agency:A Case of Cola Tours.
指導教授:宋永坤宋永坤引用關係
指導教授(外文):Yung-Kun Sung
學位類別:碩士
校院名稱:銘傳大學
系所名稱:觀光事業學系碩士班
學門:民生學門
學類:觀光休閒學類
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:74
中文關鍵詞:品牌資產顧客滿意度願付價格行為意圖
外文關鍵詞:willing to pay morepurchase/behavior intentioncustomer satisfactionbrand equity
相關次數:
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本研究目的在探討旅行社之品牌資產(品牌知覺、品牌形象、知覺品質、硬體設備、員工行為、形象認同、品牌識別、生活型態認同)對於顧客滿意度之影響,進而對顧客之行為意圖、願付價格產生影響。採用問卷調查法,發放對象為參與康福旅遊產品(購買遊程)之213位消費者進行調查。研究結果發現,品牌形象與員工行為對於顧客滿意度有達到顯著影響;而滿意度對於顧客之行為意圖與願付價格有達到顯著影響。
The purpose of this study was to investigate the impacts of brand equity (brand awareness, brand image, perceiver quality, physical quality, staff behavior, ideal self-congruence, brand identification, lifestyle-congruence) of customers of travel agency toward the customer satisfaction, purchase/behavior intentions and willing to pay more.
The survey method using the questionnaire was used for this study; the 213 subjects were the customers of Cola Tours. The results confirmed that customer satisfaction was influenced by two type of brand equity (brand image and staff behaviour). The links between satisfaction and purchase/behavior intention and between satisfaction and willing to pay more were also confirmed.
中文摘要
英文摘要
誌謝
第壹章 緒論
第一節 研究背景與動機
第二節 研究目的
第三節 研究步驟
第貳章 文獻探討
第一節 品牌資產
第二節 顧客滿意度
第三節 顧客忠誠度(行為意圖、願付價格)
第參章 研究方法
第一節 研究架構與假設
第二節 問卷設計
第三節 研究樣本
第四節 資料分析方法
第五節 結構方程模型分析過程
第肆章 資料結果分析與討論
第一節 敘述性統計分析
第二節 測量模型分析
第三節 結構模型分析
第伍章 結果與討論
第一節 理論層面之探討
第二節 管理層面之探討
第三節 研究限制與後續研究討論
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1. 遊憩區遊憩動機與遊憩認知間關係之研究
2. 遊憩需求與滿意度分析之研究--以獅頭山風景遊憩區實例調查--
3. 品牌權益、顧客滿意與消費者購買行為之關係-以加油站為例
4. 顧客滿意,品牌權益與顧客終身價值關係之研究-以服務過程為服務業分類之實證
5. 服務品質、顧客滿意度、信任、承諾與行為意圖間關係之研究-以銀行業為例
6. 服務品質、顧客價值、顧客滿意度與行為意圖之關聯性探討-以屈臣氏連鎖藥妝店為例
7. 企業形象、服務價值、服務品質、顧客滿意度與顧客行為意圖關係之研究---以雲嘉南地區汽車代檢業為例
8. 運用結構方程模式探討咖啡連鎖店服務品質、感受價值、品牌權益、顧客滿意度、顧客忠誠度關係之研究-以台北市咖啡連鎖店為例
9. 運用結構方程模式探討品牌權益、服務品質、顧客滿意度、關係品質與顧客忠誠度之關係-以桃園縣加油站為例
10. 顧客滿意、品牌權益與顧客終身價值關係之研究-以KTV為例
11. 臺北市羽球拍消費者品牌形象對顧客忠誠度影響之研究-線性結構方程模式之驗證
12. 財富管理顧客忠誠度之探討-以中國國際商業銀行財富管理部門為例
13. 運用線性結構模式探討共同基金投資績效、服務品質、顧客滿意度、品牌權益對顧客忠誠度之影響
14. 顧客自發行為影響模式之探討—以台灣銀行業財富管理部門為例
15. 運用線性結構關係模式探討共同基金涉入程度、服務品質、投資績效、顧客滿意度、品牌權益、知覺風險對顧客忠誠度之影響—以台灣投資信託產業貴賓級客戶為例
 
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