The resort hotel’s Experience Marketing and Brand Image Influence on Customer Loyalty: An Empirical Study of Chateau Beach Resort Hotel in Kenting
碩士 === 國立嘉義大學 === 管院碩士在職專班 === 99 === Because of “Cape No. 7”, Chateau’s brand become famous, but the temporary fame is unable to support sustainable management. Therefore Chateau using experience market attracts people to visit this hotel, and try to effect brand image to raise the consumers’ loyal...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/20189850710797778686 |
| Summary: | 碩士 === 國立嘉義大學 === 管院碩士在職專班 === 99 === Because of “Cape No. 7”, Chateau’s brand become famous, but the temporary fame is unable to support sustainable management. Therefore Chateau using experience market attracts people to visit this hotel, and try to effect brand image to raise the consumers’ loyalty. We use the structure equation modeling（SEM）to examine this integrated model and test the hypothesis. We collect 450 samples that have ever lived in Chateau. We find that experience and brand image have positive effect customer’s loyalty. We find out brand image have mediate effect between experience marketing and customer’s loyalty. Finally, according to the result, we try to give some advises to improve firm’s experience marketing.
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