| Summary: | 碩士 === 南華大學 === 旅遊事業管理學研究所 === 93 === The purpose of this study is to explore customer experience, experiential value and brand equity. The questionnaire is adopted as the research method in Janfusun Prince Hotel. The data is analyzed by descriptive analysis, and factor analysis is used to develop the theoretical model of this study. Then the LISREL model is used to measure the relationships between the constructs. The data collected from those 320 questionnaires, and 300 samples are valid with an applicable rate of 93.75%.
The major findings of this research are as follows: 1.The customer experience, relate experience can most reflect the customer experience. 2.In experiential value, joyful value and leisure experience can most reflect the experiential value. 3.In brand equity, perceived quality can most reflect the brand equity. 4.The results of this show that, the customer experience has a direct positive impact on the experiential value significantly. 5.The experiential value has a direct positive impact on brand equity significantly. 6.Using the experiential value as a mediate role, customer experience has a significant direct positive impact on brand equity. 7.Using the experiential value as the mediate role, customer experience has a significant direct positive impact on loyalty.
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