品牌形象、關係品質、關係價值影響顧客滿意度與顧客忠誠度模式之建構－以屏東縣萬巒鄉海鴻飯店消費者為例

The Construction of Brand Image, Relationship Quality, Relationship Value Affect Customers Satisfaction and Customers Loyalty model- A Case of Haihong Hotel's Consumers in Wanluan of Pingtung County

林豐瑞(Fung-Jui Lin) ； 周欣潔(Hsin-Chieh Chou)

《台灣農學會報》 13卷4期 (2012/08) Pp. 377-397

https://doi.org/10.6730/JAAT.201208_13(4).0004

摘要

本研究以屏東縣萬巒鄉海鴻飯店消費者為研究對象，探討品牌形象、關係品質、關係價值影響顧客滿意度與顧客忠誠度，以問卷調查方式、SPSS17.0與AMOS18.0統計分析軟體進行實證分析，並以結構方程模式驗證品牌形象、關係品質、關係價值影響顧客滿意度及顧客忠誠度決策模型之適合性以及其間之影響關係。研究結果顯示，品牌形象對關係品質、關係價值、顧客滿意度及顧客忠誠度，關係品質對顧客滿意度及顧客忠誠度，關係價值對關係品質、顧客滿意度及顧客忠誠度，顧客滿意度對顧客忠誠度具有直接與間接影響效果，且以品牌形象對於關係價值之影響為最大。最後，本研究將進一步針對研究結果提出具體可行之建議供海鴻飯店經營業者進行行銷策略管理意涵之參考。

關鍵字

品牌形象 ； 關係品質 ； 關係價值 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

This study aims to understand the brand image, relationship quality, relationship value affect the customer satisfaction and customer loyalty. Haihong Hotel's customers in Wanluan of Pingtung County were selected for the study. And we conducted a survey, SPSS17.0 and AMOS18.0 statistical software was used for empirical data analysis. Furthermore, this study used Structural Equation Modeling analysis to verify the suitability of research model and relationship between five dimensions. The research results show that brand image to relationship quality, relationship value, customer satisfaction and customer loyalty, relationship quality to customer satisfaction and customer loyalty, relationship value to relationship quality, customer satisfaction and customer loyalty, customer satisfaction to customer loyalty all had direct and indirect effects and brand image had the most influence on relationship value. Finally, this study has identified managerial implications and suggestions are also presented for the Haihong Hotel entrepreneur.