統茂旅館集團顧客體驗行銷與企業形象之相關研究

A Study of the Relationship between Experience Marketing and Corporation Image of Customers on Toong-Mao Resort & Hotels

張家銘(Chia-Ming Chang) ； 李芳萍(Fang-Ping Lee)

《生物與休閒事業研究》 5卷2期 (2007/12) Pp. 58-69

https://doi.org/10.30133/BLIR.200712.0005

摘要

本研究主要目的在探討統茂旅館集團顧客的體驗行銷與企業形象認知情形，並探討顧客體驗行銷與企業形象之相關。以住宿統茂連鎖旅館之646位顧客為研究對象。回收之資料經描述統計及典型相關分析發現：統茂旅館集團之顧客在體驗行銷、企業形象的認知是趨向正面的。而統茂連鎖旅館中顧客的體驗行銷各層面知覺對企業形象的各層面知覺是具有正向的高相關。以上研究結果可供統茂旅館集團及相當研究參考。

關鍵字

顧客體驗行銷 ； 企業形象

並列摘要

The main purpose of this study was to descriptive the perception of experience marketing and corporation image from Toong-Mao's customers. And this study also was to exploration the relationship between experience marketing and corporation image. The survey was practically conducted in Toong-Mao Resort & Hotels and the researcher has successfully gathered 646 questionnaires from their customers. Collected data were employed the methods such as descriptive statistics and canonical correlation analyses. The results indicated that：1. Customers have positive attitude toward the recognitions of experience marketing, corporation image. 2. From the canonical correlation analyses, the researcher found the Significant relationship between customer's experience marketing and corporation image. The study will contribute to the Toong-Mao Resort & Hotels and researchers in the future.

並列關鍵字

Customer experience marketing ； corporation image