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品牌形象、服務品質、顧客滿意度關係之研究 = Relationship ...

國立高雄大學亞太工商管理學系碩士班

品牌形象、服務品質、顧客滿意度關係之研究 = Relationship among Brand Image, Service Quality and Customer Satisfaction : 以高雄地區國際觀光飯店為例; Take an example of the International Hotel's in Kaohsiung

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Relationship among Brand Image, Service Quality and Customer Satisfaction
副題名:	以高雄地區國際觀光飯店為例
作者:	廖俊詒,
其他團體作者:	國立高雄大學
出版地:	高雄市
出版者:	國立高雄大學;
出版年:	2013[民102]
面頁冊數:	91葉圖，表格 : 30公分;
標題:	品牌形象
標題:	service quality
電子資源:	https://hdl.handle.net/11296/u5c92y
附註:	107年11月1日公開
附註:	參考書目：葉81-87
附註:	附錄：問卷
摘要註:	本研究採用問卷調查方式，針對曾經去過高雄地區國際觀光飯店之顧客為研究對象，利用便利抽樣方式進行調查。總計發放250份問卷，實際獲得有效問卷227份；有效回收率93.4％，進行信度分析、成對樣本T檢定、卡方檢定、重要度及滿意度分析(I-S Model)、皮爾遜分析(Pearson)。研究結果發現：(一)、品牌形象之『期望』與『實際感受』具顯著差異(二)、服務品質之『期望』與『實際感受』具顯著差異(三)、顧客滿意度之『期望』與『實際感受』具顯著差異(四)、不同人口統計變項對品牌形象具顯著差異(五)、不同人口統計變項對服務品質具顯著差異(六)、不同人口統計變項對顧客滿意度具顯著差異(七)、國際觀光飯店服務品質與品牌形象具有顯著的正向關係。(八)、國際觀光飯店服務品質與顧客滿意度具有顯著的正向關係。(九)、國際觀光飯店品牌形象與顧客滿意度具有顯著正向關係。(十)、根據研究結果對國際觀光飯店提出：重視顧客權益、加強員工對於突發狀況的危機處理能力等具體之建議，俾建立良好的企業形象，進而提升顧客滿意度。 This research, through convenience sampling, conducted a questionnaire survey for those who have been the customers of the international hotels in Kaohsiung. A total of 250 questionnaires were distributed and 227 of them were returned with a valid response rate of 93.4%. This research used SPSS 12.0 software for the analyses of reliability, the paired-sample t-test, the Chi-square test, I-S model, and Pearson product-moment correlation. The results of the study are summarized as following：1.There are significant differences between expected and perceived brand image.2.There are significant differences between expected and perceived service quality. 3.There are significant differences between expected and perceived customer satisfaction. 4.There are significant differences between demographic variables and brand image. 5.There are significant differences between demographic variables and service quality. 6.There are significant differences between demographic variables and customer satisfaction. 7.Service quality has a significant positive influence on brand image. 8.Service quality has a significant positive influence on customer satisfaction. 9.Brand image has a significant positive influence on customer satisfaction. 10.According to the findings, the international hotel is recommended to place more emphases on customer rights and interests and to strengthen employees' management abilities in an emergency situation. It is hoped, with the suggestions presented, not only a remarkable enterprise image will be built up but customer satisfaction will be promoted.

品牌形象、服務品質、顧客滿意度關係之研究 = Relationship among Brand Image, Service Quality and Customer Satisfaction : 以高雄地區國際觀光飯店為例; Take an example of the International Hotel's in Kaohsiung
廖, 俊詒

品牌形象、服務品質、顧客滿意度關係之研究 = Relationship among Brand Image, Service Quality and Customer Satisfaction : 以高雄地區國際觀光飯店為例 / 廖俊詒撰 - 高雄市 : 國立高雄大學, 2013[民102]. - 91葉 ; 圖，表格 ; 30公分.
107年11月1日公開參考書目：葉81-87附錄：問卷.
品牌形象service quality

品牌形象、服務品質、顧客滿意度關係之研究 = Relationship among Brand Image, Service Quality and Customer Satisfaction : 以高雄地區國際觀光飯店為例; Take an example of the International Hotel's in Kaohsiung
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330 $a 本研究採用問卷調查方式，針對曾經去過高雄地區國際觀光飯店之顧客為研究對象，利用便利抽樣方式進行調查。總計發放250份問卷，實際獲得有效問卷227份；有效回收率93.4％，進行信度分析、成對樣本T檢定、卡方檢定、重要度及滿意度分析(I-S Model)、皮爾遜分析(Pearson)。研究結果發現：(一)、品牌形象之『期望』與『實際感受』具顯著差異(二)、服務品質之『期望』與『實際感受』具顯著差異(三)、顧客滿意度之『期望』與『實際感受』具顯著差異(四)、不同人口統計變項對品牌形象具顯著差異(五)、不同人口統計變項對服務品質具顯著差異(六)、不同人口統計變項對顧客滿意度具顯著差異(七)、國際觀光飯店服務品質與品牌形象具有顯著的正向關係。(八)、國際觀光飯店服務品質與顧客滿意度具有顯著的正向關係。(九)、國際觀光飯店品牌形象與顧客滿意度具有顯著正向關係。(十)、根據研究結果對國際觀光飯店提出：重視顧客權益、加強員工對於突發狀況的危機處理能力等具體之建議，俾建立良好的企業形象，進而提升顧客滿意度。 This research, through convenience sampling, conducted a questionnaire survey for those who have been the customers of the international hotels in Kaohsiung. A total of 250 questionnaires were distributed and 227 of them were returned with a valid response rate of 93.4%. This research used SPSS 12.0 software for the analyses of reliability, the paired-sample t-test, the Chi-square test, I-S model, and Pearson product-moment correlation. The results of the study are summarized as following：1.There are significant differences between expected and perceived brand image.2.There are significant differences between expected and perceived service quality. 3.There are significant differences between expected and perceived customer satisfaction. 4.There are significant differences between demographic variables and brand image. 5.There are significant differences between demographic variables and service quality. 6.There are significant differences between demographic variables and customer satisfaction. 7.Service quality has a significant positive influence on brand image. 8.Service quality has a significant positive influence on customer satisfaction. 9.Brand image has a significant positive influence on customer satisfaction. 10.According to the findings, the international hotel is recommended to place more emphases on customer rights and interests and to strengthen employees' management abilities in an emergency situation. It is hoped, with the suggestions presented, not only a remarkable enterprise image will be built up but customer satisfaction will be promoted.
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