An investigation of the effect of perceived values, brand image and customer satisfaction on customer loyalty in the hotel industry in Taichung

• Main Authors: Hsiao, Peiyu, 蕭沛妤
• Other Authors: Chang, Chingyu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/13697473616534717210

碩士 === 靜宜大學 === 觀光事業學系 === 99 === There is a growing emphasis on building customer loyalty due to the severe competition in the hotel industry. Previous studies have mentioned that customers’ perceived values, brand image and customer satisfaction would contribute to the success of customer loyalty. The purposes of this study are to understand the relationship between behavioral loyalty and attitudinal loyalty as well as investigate the effect of perceived values, brand image and customer satisfaction on customer loyalty. By adopting a quantitative approach, questionnaire survey was employed in the examination of these constructs on tourists who stay in hotel in Taichung. A total of 304 valid questionnaires were obtained from the survey. One-way analysis of variance results shows that occupation and education level will have significant mean difference in customer satisfaction and brand image. The results from Regression Analysis indicated that perceived value, brand image and customers satisfaction have positively direct effect on loyalty. It is believe that the findings of this study will contribute to the body of empirical knowledge about customer loyalty. In addition, the study will also provide hoteliers with practical implications in developing appropriate strategies to cater for customers.