| Summary: | 博士 === 國立暨南國際大學 === 國際企業學系 === 105 === The national income is largely enhanced with the development of social economy in Taiwan; people therefore increase the disposable travel budget. In face of the boom and fierce competition of resort hotels in Taiwan, the businesses intend to cultivate long-term and loyal customers, but can hardly achieve it because of the characteristics of resort hotels. How to satisfy customers’ demands to enhance customer satisfaction and maintain existing customers for the word-of-mouth therefore becomes the key effort for resort hotels.
Taking the customers of five-star resort hotels in Kenting areas as the research subjects, 300 copies of questionnaire are distributed and collected on-site with random sampling. This study contains three research objectives of 1.verifying the correlation between service quality, experiential marketing and customer satisfaction, repurchase intention, 2.discussing the mediating effect of experiential marketing on the relation between service quality and customer satisfaction, and 3.discussing the mediating effect of customer satisfaction on the relation between experiential marketing and repurchase intention. Aiming at the research result, this study expects to propose management implications and suggestions for future research and customer management, as the reference for five-star resort hotels promoting the service quality, customer satisfaction, and repurchase intention.
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