個人特質品牌化對顧客再購行為之影響－臺灣旅行業為例

在旅行業中，有所謂的明星級領隊與導遊，透過自身的特色與差異化的服務，建立個人特質品牌化。本研究欲藉由品牌權益的觀點，採用結構方程模型進行分析，當從業人員的個人特質品牌化之後，能對顧客的再購行為帶來多大的影響，並進一步探討旅行社之企業品牌與從業人員個人的品牌化之關係。結果發現企業品牌確實能強化個人品牌；個人品牌對滿意度與顧客再購行為皆有正向影響，且（部分）中介企業品牌的影響。最後對企業、從業人員以及政府部門提出策略性建議。

關鍵字

品牌權益；企業品牌；個人特質品牌化；再購行為；旅行業

並列摘要

There are some tour guides' and tour leaders' stars in travel industry. By giving differential service and their own specialty, they build their personality brands. Therefore, the study uses brand equity viewpoint and employs SEM to explore if these ＂stars'＂ personality branding could influence customer repurchase behavior. Besides, we exam the relationship between corporation brand and personality branding. The findings show: (1) corporation brand could enhance personality branding; (2) personality branding has a positive effect on both customer satisfaction and loyalty, and then could (partially) mediate the effect of corporation brand. Finally, we try to provide the constructive suggestions for corporations, practitioners and authority.

並列關鍵字

Brand equity ； corporation brand ； personality branding ； repurchase behavior ； travel agency

參考文獻

Aaker, D. A. (1991). Managing Brand Equity. The Free Press, New York.

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