Hotel service branding: the impact of brand experience on brand engagement in Vietnam hospitality industry
碩士 === 元智大學 === 經營管理碩士班(企業管理) === 107 === Brand experience has received attention from scholars and researchers especially in experiential marketing and management fields. Due to the high market competition, hotel brands need to improving and enhancing their hotel services to be able to meet custome...
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ndltd-TW-107YZU058360032019-11-08T05:12:12Z http://ndltd.ncl.edu.tw/handle/sd2h78 Hotel service branding: the impact of brand experience on brand engagement in Vietnam hospitality industry 旅館服務品牌化:品牌體驗對品牌參與的影響-以越南旅館產業為例 Minh Chau Ngo 吳明朱 碩士 元智大學 經營管理碩士班(企業管理) 107 Brand experience has received attention from scholars and researchers especially in experiential marketing and management fields. Due to the high market competition, hotel brands need to improving and enhancing their hotel services to be able to meet customer’s expectation and then retain their engagement and loyalty with the brand. In this study, we try to explore the relationship between servicescape, employee service and brand experience in the context of Vietnam hospitality industry. A self-administered online survey was used to collect data from the customers who have experienced hotel services in the past one year in Vietnam. The empirical results show that there are positive relationships between servicescape, employee service, brand experience, and brand engagement. Besides, the moderating effect of brand loyalty on the relationship between brand experience and brand engagement was found. Ja-Shen Chen 陳家祥 2019 學位論文 ; thesis 51 en_US |
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碩士 === 元智大學 === 經營管理碩士班(企業管理) === 107 === Brand experience has received attention from scholars and researchers especially in experiential marketing and management fields. Due to the high market competition, hotel brands need to improving and enhancing their hotel services to be able to meet customer’s expectation and then retain their engagement and loyalty with the brand. In this study, we try to explore the relationship between servicescape, employee service and brand experience in the context of Vietnam hospitality industry. A self-administered online survey was used to collect data from the customers who have experienced hotel services in the past one year in Vietnam. The empirical results show that there are positive relationships between servicescape, employee service, brand experience, and brand engagement. Besides, the moderating effect of brand loyalty on the relationship between brand experience and brand engagement was found.
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author2 |
Ja-Shen Chen |
author_facet |
Ja-Shen Chen Minh Chau Ngo 吳明朱 |
author |
Minh Chau Ngo 吳明朱 |
spellingShingle |
Minh Chau Ngo 吳明朱 Hotel service branding: the impact of brand experience on brand engagement in Vietnam hospitality industry |
author_sort |
Minh Chau Ngo |
title |
Hotel service branding: the impact of brand experience on brand engagement in Vietnam hospitality industry |
title_short |
Hotel service branding: the impact of brand experience on brand engagement in Vietnam hospitality industry |
title_full |
Hotel service branding: the impact of brand experience on brand engagement in Vietnam hospitality industry |
title_fullStr |
Hotel service branding: the impact of brand experience on brand engagement in Vietnam hospitality industry |
title_full_unstemmed |
Hotel service branding: the impact of brand experience on brand engagement in Vietnam hospitality industry |
title_sort |
hotel service branding: the impact of brand experience on brand engagement in vietnam hospitality industry |
publishDate |
2019 |
url |
http://ndltd.ncl.edu.tw/handle/sd2h78 |
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