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E10020
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旅館業顧客權益量表建構與模式發展:台灣與中國大陸之比較
Customer Equity Model of Budget Hotel: A comparison of China and Taiwan
1.劉瓊如
1.Chyong-Ru Liu
1.國立彰化師範大學地理學系環境暨觀光遊憩碩士班
1.Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education
001,002,003,004
1.國立彰化師範大學地理學系環境暨觀光遊憩碩士班
1.Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2011-08-01
A.14 計畫執行期間(訖):2012-07-31
2011-09-012011-12-31
A.16 收到日期:2012-11-20
2
中國的京錦江之星和台灣的福泰桔子商務旅館的客人

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615

615
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C.2 聯絡日期:2012-11-21
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1.國立彰化師範大學地理學系環境暨觀光遊憩碩士班
1.Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education
1
C.7 資料公開日期:2017-08-01
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008
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001
1,2
1.價值權益
2.品牌權益
3.關係權益
4.顧客忠誠度
5.經濟型酒店
1.Value Equity
2.Brand Equity
3.Relationship Equity
4.Customer Loyalty
5.Budget Hotel
近20年來,中國本土的經濟型酒店品牌發展非常迅速、國外知名品牌經濟型酒店也於近年大舉進入佈點,引發該地區旅館市場競爭白熱化,而反觀台灣地區近5年才正強力行銷成為當地旅館市場的新興進入者。因此,各家飯店如何在激烈的市場競爭下彰顯特色並吸引旅客上門,關鍵點在於飯店本身是否關注顧客的權益。本研究旨在比較中國與台灣兩地經濟型酒店之顧客權益模式,本研究分於中國與台灣搜集各為297份及318份問卷,並以線性結構方程模式(SEM)進行模式檢定。結果發現,對中國旅客提升其對飯店之「品牌權益」、「關係權益」,有助於強化其顧客忠誠度;而對台灣旅客提升其對飯店之「價值權益」,有助於增強其顧客忠誠度。最後依據研究結果提出兩地之經濟型酒店行銷管理意涵與建議。

China has experienced rapid growth in the economical hotel industry in the past 20 years, including a boom in world-class name-brand economical hotels, creating an atmosphere of fierce competition in the region. In the past five years, meanwhile, Taiwan has finally been engaging in a concerted marketing campaign, becoming a major rising competitor in the area. As such, the key for hotels hoping to generate interest among travelers and make themselves stand out in this highly competitive market has become whether or not they have focused on customer equity. This paper aims to compare the customer equity models of economical hotels in China and Taiwan. To this end, 297 surveys were collected from China and 318 from Taiwan, with modle testing conducted through linear structural equation modeling (SEM). The results of this show that Chinese travelers are more focused on brand equity and relationship equity while Taiwanese travelers are focused on value equity, and that strengthening these will strengthen customer loyalty. Finally, marketing managerial implications and suggestions for future researches are also discussed.

D.16 完成檢誤日期:2013-11-14
D.17 預定釋出日期:2017-08-01
D.18 初次釋出日期:2017-08-01
D.19_1 最新版釋出日期:2017-08-01
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10.6141/TW-SRDA-E10020-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10020
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