A Study of the Relationships Among Perceived Luxury, Service Quality and Brand Loyalty—The Case of Hotel

• Main Authors: Li-Jung Wang, 王儷蓉
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/37402266520304789288

碩士 === 義守大學 === 管理學院碩士班 === 98 === This research aims to explore the relationships among perceived luxury, service quality and brand loyalty of luxury hotels. Based on the results of the research description conclusion, limitation and recommendations. The data of this study were collected from 229 valid respondents who completed a structured questionnaire. The data were statistically analyzed by SPSS12.0 Windows Version, which include descriptive statistics, factor analysis, reliability test, correlation analysis, hierarchical regression analysis. The results of the study indicate the followings: 1.There is positive impact among perceived luxury and service quality towards luxury hotels. 2.There is positive impact among perceived luxury and brand loyalty towards luxury hotels. 3.There is positive impact among service quality and consumers of brand loyalty towards luxury hotels. 4.Significant moderating effects were found for hotels perceived luxury in the relationships between service quality and brand loyalty.