消費者對於國際觀光旅館服務品質、品牌形象之知覺價值及忠誠度關係研究

The relationship between consumers' brand image and service quality, customer satisfaction and loyalty to international tourist hotels

過去已有很多的文獻在探討服務品質、滿意度、忠誠度的關係，但將知覺價值納入一起探討的尚不多見，也少見針對同時銷售包含有形產品和無形服務的行業加以探討，因此無法清楚了解服務品質、產品品質的相對重要性及知覺價值所扮演的角色。本研究將知覺價值納入傳統的服務品質—滿意度模式中，並以同時銷售包含有形產品和無形服務的臺灣地區之觀光旅館市場在政府開放免簽證措施、加入WTO後、國內重大交通建設陸續完成、以及周休二日的實施下，不但商務客源可望有穩定的成長，國人出外旅遊的機會也大大增加，在外留宿的機率也相對提高。而在目前旅館業界不斷競爭的情形之下，不論在立地選擇、商品研發、服務品質、品牌形象經營、環境舒適、附加價值等各方面，都要有令人創新及讚賞的突破與表現，才能長期留住消費者，而品牌連鎖體系之間的競爭會更加的日益明顯，必需塑造鮮明的品牌個性，在市場上創造差異化，以培養品牌支持者。本研究參考以Kotler在1991年提出的品牌形象之六個意義，發展出國際觀光旅館品牌形象量表，並探討國際觀光旅館業者所提供給顧客之品牌形象認知及服務品質是否會影響顧客對該家國際觀光旅館之滿意度與忠誠度。研究物件為臺灣之國際觀光旅館，以住宿過國際觀光旅館之旅客為抽樣對象，發放問卷為150份，回收126份。研究結果發現：（1）知覺價值除直接影響忠誠度外，也透過滿意度有間接影響效果；（2）知覺價值仲介服務品質、產品品質與滿意度的關係；（3）知覺風險仲介服務品質、產品品質與滿意度的關係；（4）服務品質對滿意度及知覺風險的影響力大於產品品質，及發現消費者之品牌形象認知及服務品質會影響消費者對該家國際觀光旅館之滿意度與忠誠度。

In the past, there have been a lot of literature on the relationship between quality of service, satisfaction and loyalty. The role of sense of value. In this study, the value of perceived value is included in the traditional service quality satisfaction model, and the Taiwan tourist hotel market, which includes both tangible and intangible services, has been implemented by the government, after the government has opened the visa free measures, after joining the WTO, the major transportation construction in China has been completed, and the two days of the Zhou Hugh. The source is expected to grow stably, and the opportunity for Chinese tourists to travel abroad is also increasing. The probability of staying out is also relatively high. At present, in the situation of competition in the hotel industry, no matter in site selection, commodity research and development, service quality, brand image management, environmental comfort, added value and so on, there should be innovative and admirable breakthroughs and performance to retain consumers for a long time, and the competition between brand chain systems will be even more. Increasingly obvious, it is necessary to create distinctive brand personality and create differentiation in the market, so as to cultivate brand supporters. Based on the six meanings of the brand image proposed by Kotler in 1991, this paper develops an international tourist hotel brand image scale, and probes into whether the brand image cognition and service quality of the international tourist hotel industry will affect the customer satisfaction and loyalty to the international sightseeing tour. The object of the study is the international tourist hotel in Taiwan, and the travelers who stayed in the international sightseeing hotels were sampled. 150 questionnaires were distributed and 126 were recovered. The results are as follows: (1) the perceived value has an indirect effect on loyalty, and (2) the relationship between perceived value intermediary service quality, product quality and satisfaction; (3) the relationship between perceived risk intermediary service quality, product quality and satisfaction; (4) quality of service to satisfaction and perceived risk The perception of brand image and service quality of consumers will affect the satisfaction and loyalty of consumers to the international tourist hotel.