The Relationships among Brand Equity,Customer Commitment and Citizenship Behaviors of Internation Tourist Hotels

• Main Authors: LIN WEI-YOO, 林韋佑
• Other Authors: 顏昌華
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/35945098913653575883

碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === With the industrial and economic development, people are paying more attention to leisure activities and life quality. Tourism is one of the fastest growing industries in Taiwan and attracts more international hotels to open here because of the demand for accommodation is increasing, the diversity of Taiwan culture is charming for tourists and deregulation of the tourism polity. Therefore, this study tried to find out the relationship between the brand equity of international hotels, customer commitment and customer citizenship behavior. Also it concludes some suggestion for international hotels to improve their services. According to the research here are the significant results: a. High brand equity will improve the customer commitment. When the relationship between brand and customers remains good and stable, customers agree with the brand value and will definitely support it by purchasing. b. High brand equity will improve customer citizenship behavior. In other words, high brand equity will encourage customers to give positive word of mouth to others. c. High customer commitment will improve customer citizenship behavior. A strong customer commitment will push clients to make action to support the brand automatically. d. The customer commitment is the mediator between international hotel brand equity and customers citizenship behavior. When company enhance their brand value and bring it to the customers that may increase customer identification and commitment toward the brand and results in their citizenship behavior in the next step.