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研究生:游靜宜
研究生(外文):Chin-yi yu
論文名稱:顧客價值與品牌權益相關性之研究-以汽車旅館產業為例
論文名稱(外文):A Study of the Relationship between Customer Values and Brand Equity :The Case in the Motel Industry
指導教授:劉元安 & 浦心蕙
指導教授(外文):Yuan-An-Liu & Hsin-Hui Pu
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光休閒事業管理研究所
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:2005
畢業學年度:94
語文別:中文
論文頁數:169
中文關鍵詞:顧客價值品牌權益汽車旅館
外文關鍵詞:Customer ValuesBrand EquityMotel Industry
相關次數:
  • 被引用被引用:22
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:10
品牌的重要性一直受到世界各大企業所重視,因為產品建立品牌最終將會為品牌增加附加價值(Farquhar, 1989; Park and Srinivasan, 1994),而品牌的價值,即為品牌權益(brand equity)。Prasad and Dev (2000)指出品牌是一個可以清楚讓消費者分辨某旅館和其他旅館的差別之方法,顧客可以藉由消費旅館業中的體驗來判斷一個品牌權益的優劣。Gale (1994)主張只有將顧客價值(customer value)納入競爭策略核心之中,才能使企業保持競爭優勢。故本研究以汽車旅館的顧客為對象,探討顧客對於汽車旅館的價值追求與品牌權益的相關性。本研究參考顧客價值追求與品牌權益等相關文獻,並納入汽車旅館業者與消費者訪談之意見進行問卷設計。預試後改版的正式問卷以桃園地區17家汽車旅館顧客為對象進行便利抽樣,共計發放850份,有效問卷805份,回收率為94.7%。資料分析採描述統計、因素分析、信度分析、Pearson積差相關分析、典型相關分析、t檢定、單因子變異數分析、多變量變異數分析等方法。主要研究結果如下。
一、汽車旅館消費者以女性居多、年齡層最多為21~30歲、未婚、教育程度以高中職、專科為多、多半從事服務業、平均個人月收入在20,000~59,999元之間。到汽車旅館消費時的同行對象以情人/情侶最多、旅遊目的多以休閒渡假為主,其他目的未指明者亦不在少數。至於如何得知這家汽車旅館的資訊來源,則大多數是因為路過看到招牌為主;選擇進入汽車旅館是以休息為主要消費型態。投宿次數以第11次以上為最多,顯見汽車旅館的消費者對這項住宿產品的重覆購買行為非常頻繁。他們對汽車旅館的型態偏好,無論是主題式、經濟式、(二者)合併式約各佔三分之一。
二、汽車旅館顧客之價值追求項目,經因素分析共萃取出五個因素,前四項是屬於實用價值,分別命名為「客房設備」、「安全考量」、「隱私保護」、以及「整體感受」;最後一項因素命名為「氣氛享受」,屬於享樂價值。這項結果比早期學者 Holbrook and Hirschman (1982)提出顧客價值只有「實用價值」與「享樂價值」兩者更深入發現,顧客在汽車旅館能提供的實用價值中,特別注重客房設備、隱密性及安全性的保護。
三、汽車旅館之品牌權益項目之因素分析,在前測時已刪除信度過低之因素「市場行為」,正式問卷調查後又刪除了信度過低之因素「品牌忠誠度」,故最後共萃取出「品牌知名度」、「知覺品質」、「品牌形象」三個因素。此結果顯示Aaker (1991)與Keller (1993)建構之品牌權益五大構面,在汽車旅館產業上未必完全呈現。
四、相關分析結果顯示顧客價值追求與顧客基礎品牌權益各因素構面多呈顯著正相關,尤以汽車旅館消費者追求的「氣氛享受」價值和其品牌權益中的「品牌知名度」相關性最高。其中例外的是,顧客價值的「客房設備」因素與品牌權益的「品牌知名度」沒有顯著相關,「安全考量」、「整體感受」與品牌權益的「知覺品質」沒有顯著相關。典型相關進一步分析,重視「氣氛享受」的顧客群與汽車旅館品牌權益三因素構面的典型相關性最強,顯示享樂性價值追求的顧客群顧客會依照汽車旅館品牌的整體知名度、無形特性的知覺來評價等以及形象。
五、由汽車旅館顧客特性與品牌權益和價值追求因素進行單因子多變量變異數分析,結果發現在個人背景與消費屬性對顧客價值與品牌權益之影響檢定,多變量 Wilks’ Λ 值皆達到顯著水準,亦即都有顯著差異。在進行ANOVA結果發現,其年齡、同行對象、投宿次數不同,其顧客價值之差異顯著;又年齡、同行對象、旅遊目的、資訊來源、投宿次數不同,其品牌權益上有差異顯著。
The importance of a brand has been always emphasized by major enterprises worldwide because products with its own brand could ultimately bring added value to the brand (Farquhar, 1989; Park and Srinivasan, 1994), and the value of a brand is brand equity. Prasad and Dev (2000) indicated that branding is a means to clearly identify the difference from one hotel to another for consumers, by which they could judge the advantages and disadvantages of brand equity through their own hotel experiences in hotel . Gale (1994) argued that only when the enterprises include customer value to the core of competition strategy, could they be able to maintain their competitive strength. Therefore, the purpose of the study was to investigate the relationships between customer values and brand equity among motel consumers.
A few preliminary interviews with the motel owners and consumers were adopted in order to refine the questionnaire. After revising the pilot questionnaire pilot , a total of 850 questionnaires were issued to consumers staying in 17 motels in Taoyuan county. The usable returning rate was 94.7% (n=805). Some of the major findings are listed as follows.
1. Most motel consumers were single female aged between 21~30, graduated from senior high school, or junior colleges. A number of the respondents worked in the service industry and received monthly income between NTD 20,000 to 59,999. Almost half of them went to motels with their lovers, traveling on the purpose of recreation and vacation. The respondents usually knew about the motel when seeing the roadside signboards, and more than half chose motels just for rest. A majority of the respondents consumed in motels more than 11 times. There seems to be no distinct difference among the respondents’ preference towards the three kinds of motel types.
2. When applying factor analysis, there were five factors extracted from the items of customer values. Four of them were related with the utilitarian values and named as “room facility”, “safety concerns”, “privacy protection” and “whole expression”.,respectively The other factor was named “enjoyment”, which belongs to hedonic values. This result explained the values pursued by the motel consumers more specifically.
3. Since some of the items describing brand equity were trimmed due to their low internal consistency, the factor analysis extracted only three factors:“ brand awareness”, “perceived quality” and “brand image”. Therefore, the five perspectives of brand equity established by Aaker (1991) and Keller (1993) were neither necessarily nor completely presented in the motel industry.
4. The Pearson correlation analysis showed that the factors of customer values and brand equity were positively correlated. The strongest correlation was shown between the customer value factor ”enjoyment” and the brand equity factor ”brand awareness”., However, the correlation between the factors “room facility” and “brand awareness”, and the correlations between ‘safety concerns”, “whole expression” and “perceived quality” were not significant Furthermore, the analysis of canonical correlation illustrated that “enjoyment” of customer value and all the three factors of motel brand equity had the strongest correlation. It implied that the customers who pursued hedonic values would evaluate the motel according to its brand awareness, brand image, and perceived quality.
5. The results of MANOVA between Motel customers’ characteristics and their customer values and brand equity show that all Wilks’ Λ values reached the significant level. The results of one-way ANOVA indicate that the Motel customers’ values were differed by their age, travel companion, and times of Motel consumptions. Moreover, customers with different age groups, travel companions , purposes of travel, source of information, and times of motel consumption may have significantly different views on Motels’ brand equity.
內 容 目 錄
中文摘要……………………………………………………… iii
英文摘要……………………………………………………… vi
誌謝辭………………………………………………………… ix
內容目錄……………………………………………………… x
表目錄………………………………………………………… xiii
圖目錄………………………………………………………… xvi
第一章 緒論……………………………………………… 1
第一節 研究背景…………………………………… 1
第二節 研究動機…………………………………… 3
第三節 研究問題…………………………………… 5
第四節 研究目的…………………………………… 9
第五節 研究內容與流程…………………………… 9
第六節 研究範圍與對象…………………………… 11
第二章  文獻回顧………………………………………… 12
第一節 顧客價值…………………………………… 12
第二節 品牌的意義與內涵………………………… 17
第三節 品牌權益之構面與衡量…………………… 28
第四節 品牌權益實證研究………………………… 47
第五節 汽車旅館文獻……………………………… 57
第三章  研究方法………………………………………… 64
第一節 研究架構…………………………………… 64
第二節 研究變數之操作型定義與衡量…………… 65
第三節 研究假設…………………………………… 67
第四節 問卷設計…………………………………… 72
第五節 問卷預試結果分析………………………… 78
第六節 抽樣分析…………………………………… 87
第七節 資料分析…………………………………… 87
第四章  實證結果分析與討論…………………………… 90
第一節 回收樣本資料分析………………………… 90
第二節 顧客價值追求之分析……………………… 92
第三節 顧客基礎品牌權益分析…………………… 97
第四節 顧客價值與顧客基礎品牌權益相關性之分析 101
第五節 個人變項對顧客價值及顧客基礎品牌權益之   差異性檢定…………………………………… 106
第六節 個人消費屬性與顧客價值追求、顧客基礎品牌權益差異分析……………………………… 119
第五章   結論與建議…………………………………… 132
第一節 研究結論………………………………… 132


第二節 學術意涵………………………..………… 136
第三節 實務意涵………………………………… 137
第四節 後續研究及建議………………………… 138
參考文獻……………………………………………………… 139
附錄A (合法汽車旅館家數)……………………………. 167
附錄B (前測問卷)………………………………………. 168
附錄C (正式問卷)………………………………………. 169
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