A Study on Marketing Strategy, Brand Experience, Customer Mindset and Brand Performance – An Empirical Investigation of the Motel Industry

• Main Authors: Weng, Sin-Ya, 翁新雅
• Other Authors: Chiang, Chi
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/90782283403628909064

碩士 === 國立交通大學 === 管理科學系所 === 100 === Hotels play an important role in the tourism industry. As the evolution of tourism continuously develops, hotels have to provide much more functions. During recent years, motels have been transformed into the fashionable and luxury resort spots. By offering the new styles and service, motels in Taiwan created a fascinating environment. With the coming of the new economy, there are more choices for consumers. Therefore, companies have to strengthen their brands to attract their customers. Keller developed several models to build a strong brand, including CBBE[Customer-Based Brand Equity] and brand value chain. By discussing these issues, this study will provide a reasonable and clear understanding toward brand. After reviewing the past academic research, this study developed a theoretical framework of marketing strategy, brand experience, customer mindset and brand performance for the motel industry, and found ways to estimate customer mindset. By running SPSS and AMOS, several hypotheses were supported; so this study appropriately provided some suggestions for marketing strategy to improve brand performance.