21世紀的企業不僅已進入「品牌領導時代」,對於很多旅館業者來說,也是進入「品牌競爭」的戰國時代。隨著產業結構的改變,消費者對於品牌辨識能力的提升,造就業者對於品牌發展的重視。本研究採用結構方程式模型(SEM),檢視品牌知名度、品牌形象、服務品質與顧客滿意度四者之間的關係。研究對象以台灣的某國際酒店集團為研究範圍,受訪者來自台灣一家知名的國際酒店集團旗下的三家飯店,有效樣本共計309人。研究結果顯示,品牌知名度、品牌形象、服務品質與顧客滿意度,彼此之間存在正相關,並且品牌知名度、品牌形象與服務品質,三者皆對顧客滿意度產生顯著正向影響;服務品質的中介效果亦成立,品牌形象透過服務品質,進而影響顧客滿意度。本研究結果可供旅館業品牌發展之參考,亦可作為旅宿業者如何提升顧客滿意度的參考。
The enterprises in 21st century have entered the "Brand Leadership Times" and enterprises value brand development. With the change of industrial structure, the consumers’ ability to identify brands has enhanced. This study was done by a quantitative research method. Customers of an international hotel group initiated from Taiwan were studied. By conducting the survey questionnaire method, 309 valid questionnaires were collected. Structural Equation Modeling analyses were adopted in order to explore if the customers satisfaction was effected by brand awareness, brand image, and service quality. The results of the research showed that there exits certain relationships among brand awareness, brand image, service quality and customer satisfaction. First, it was found that brand awareness, brand image, and service quality have direct impacts on customer satisfaction. Secondly, the brand image would affect customer satisfaction through service quality. The results of the research could be as a useful reference for future research and can also serve as a guideline for improving customer satisfaction in a similar hotel setting.