A Study of Corporate Reputation, Customers'''''''' Perceived Risk, Expected Service Quality and Repurchase Intention in International Tourist Hotels

• Main Authors: Shih-Hsuan Huang, 黃詩弦
• Other Authors: Chih-Yuan Chen
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/26875915181488419353

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 90 === Nowadays, in the results of the transformation of the industry structure, the arise of the gross income coming from the Taiwanese people, the implement of taking two days of on the weekends and the rapid development of the global transportation system, the tourist activities are gradually popping up soon and growing fast. There is a tendency that the amount of the tourists and visitors who visit Taiwan is increasing little by little. In addition, people in Taiwan now is taking more and more concerns in their casual lives, and they also put more emphasis on the living quality; thus, tourists around the world, no matter what, are commanding more needs for the hotels and resorts. For the tourists who seek for a better hotel, the rating of the corporate reputation in the international tourist hotels is the main concern for choosing a hotel. Further more, it will affect the tourists’perceived risk, service quality and repurchase intention for the hotel. This research focuses on the interaction between the cooperate reputation of the international tourist hotels and the tourists'''''''' perceived risk and the expected service quality, and see if the cooperate reputation will affect the tourists’ repurchase intention. Thus, the specific objective of the research is to see whether the international tourist hotels’ cooperate reputation will directly affect the customers’ perceived risk, the expected service quality and the possibility of the service failure. Moreover, we will see if the cooperate reputation will has secondhand impact on the customers’ repurchase intention via the customers’ perceived risk, expected service quality and the possibility of the service failure. We also examine that whether cooperate reputation plus the customers’ perceived risk, the expected service quality and the service failure combining together will influence the customers’ repurchase intention. The research will as well as try to figure out whether there is a divergence with tourists coming from different areas in the international tourist hotels’ cooperate reputation, the expected service quality, the possibility of the service failure and the repurchase intention. We then thus utilize the model of this research to compare the differences between the tourists in Asian arena and the ones in non-Asian arenas. This research is assisted by SPSS statistic analysis software with the analysis of the Person Correlations, Path analysis, Two-way ANOVA and the Independent-Samples T-test and so on and we test and verify the hypothesis and come up with the following results: 1. The cooperate reputation will affect the customers’ perceived risk and furthermore affect their repurchase intention. The cooperate reputation combined with the perceived risk encourage reciprocal outcomes and influence the repurchase intention. 2. The cooperate reputation will affect the customers’ expected service quality and further more affect their repurchase intention. The cooperate reputation combined with the expected service quality encourage reciprocal outcomes and influence the repurchase intention. 3. There is a positive relationship between the cooperate reputation and the customers’ repurchase intention. 4. The Asian tourists and the non-Asian tourists have the obvious differences in their perceptions in totality for the International Tourist Hotels.