| Summary: | 碩士 === 國立新竹教育大學 === 人力資源與數位學習科技研究所 === 103 === With changes of social context and modern environment, the leisure industry has gradually become one of critical industries in Taiwan. This situation has a direct impact on the international tourist hotels. The brand is the most valuable asset in international tourist hotels. To establish a competitive brand, it must create distinctive and differential advantages. The brand can make employees produce positive brand attitude and exhibit positive brand behaviors. With positive brand cognition, front-line employees will show brand citizenship behavior. The current service delivery affects customer perception and encourages customers to come back again or produce customer loyalty. Furthermore, the great service will enhance the customer loyalty and make customers exhibit citizenship behavior to help other customers. However, in the past literature, researches rarely explored the relationship between the branding culture, brand commitment, brand citizenship behavior, customer loyalty and customer citizenship behavior, indicating the important research gap. Therefore, this study investigates the relationships among these research variables.
This study collected data from managers, front-line employees and customers of International tourist hotels in order to understand multilevel perspectives and phenomenon. This study utilized Hierarchical Linear Modeling to investigate the multilevel relationships among branding culture, brand commitment, brand citizenship behavior, customer loyalty and customer citizenship behavior. We obtained the valid sample from 23 hotels, including 172 managers, 323 front-line employees 323, and 256 customers. The analytical results include: 1. branding culture affects brand commitment positively; 2.branding culture affects brand citizenship behavior positively; 3.brand commitment affects brand citizenship behavior positively;4. brand citizenship behavior affects customer loyalty positively;5.brand commitment mediates the relationship between branding culture and brand citizenship behavior.6; customer loyalty affects customer citizenship behavior positively.
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