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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2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/20189850710797778686 |
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ndltd-TW-099NCYU53880152015-10-19T04:03:42Z http://ndltd.ncl.edu.tw/handle/20189850710797778686 The resort hotel’s Experience Marketing and Brand Image Influence on Customer Loyalty: An Empirical Study of Chateau Beach Resort Hotel in Kenting 探討休閒渡假飯店的體驗行銷、品牌形象對顧客忠誠度之關係-以墾丁夏都沙灘酒店為例 Hui-Hua Tsai 蔡惠華 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. Huang , Tsui-Ying 黃翠瑛 2011 學位論文 ; thesis 82 zh-TW |
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NDLTD |
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zh-TW |
| format |
Others
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| sources |
NDLTD |
| description |
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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| author2 |
Huang , Tsui-Ying |
| author_facet |
Huang , Tsui-Ying Hui-Hua Tsai 蔡惠華 |
| author |
Hui-Hua Tsai 蔡惠華 |
| spellingShingle |
Hui-Hua Tsai 蔡惠華 The resort hotel’s Experience Marketing and Brand Image Influence on Customer Loyalty: An Empirical Study of Chateau Beach Resort Hotel in Kenting |
| author_sort |
Hui-Hua Tsai |
| title |
The resort hotel’s Experience Marketing and Brand Image Influence on Customer Loyalty: An Empirical Study of Chateau Beach Resort Hotel in Kenting |
| title_short |
The resort hotel’s Experience Marketing and Brand Image Influence on Customer Loyalty: An Empirical Study of Chateau Beach Resort Hotel in Kenting |
| title_full |
The resort hotel’s Experience Marketing and Brand Image Influence on Customer Loyalty: An Empirical Study of Chateau Beach Resort Hotel in Kenting |
| title_fullStr |
The resort hotel’s Experience Marketing and Brand Image Influence on Customer Loyalty: An Empirical Study of Chateau Beach Resort Hotel in Kenting |
| title_full_unstemmed |
The resort hotel’s Experience Marketing and Brand Image Influence on Customer Loyalty: An Empirical Study of Chateau Beach Resort Hotel in Kenting |
| title_sort |
resort hotel’s experience marketing and brand image influence on customer loyalty: an empirical study of chateau beach resort hotel in kenting |
| publishDate |
2011 |
| url |
http://ndltd.ncl.edu.tw/handle/20189850710797778686 |
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