基于顾客的饭店品牌价值影响因素研究

【作者】 吴东晓；

【导师】 邹益民；

【作者基本信息】 浙江大学 ， 旅游管理学， 2002， 硕士

【摘要】 本研究是关于基于顾客的饭店品牌价值影响因素的研究，目的是探讨影响饭店品牌价值诸因素之间的关系，为饭店经营管理者创建品牌和品牌经营提供可行的思路和方法。研究在回顾以往关于品牌、企业形象、服务质量研究的基础上，分析总结了饭店品牌的特性、基于顾客的饭店品牌价值构成要素，探讨了服务质量对品牌表现的作用影响，分析了品牌认知如何与服务质量共同影响顾客满意度和忠诚度。最后，根据研究结果提出了饭店品牌建设的具体对策和建议。 研究运用访谈、案例分析与问卷调查等方法，选取三星级和四星级饭店为主要样本，对12家饭店企业的200多名宾客进行了问卷测量。本研究的主要结论如下： 1．服务质量对顾客感知的品牌表现有显著影响。 2．服务职能质量对于创造顾客价值，提高顾客满意度和忠诚度有重要影响。服务技术质量对顾客满意度有显著影响。 3．在服务质量对品牌满意的作用和影响上，品牌认知与服务质量存在着显著地交互作用，品牌态度的强弱影响了服务质量与顾客满意度的关系。 4．服务职能质量与服务技术质量之间存在着显著正相关。更多还原

【Abstract】 The study focused on the factors of customer-based hotel brand value, explored the relationship between the factors of customer-based hotel brand value, aiming to find feasible ways for hotel brand managing. Based on literature reviews of brand, corporate image and service quality, this study analyzed the characteristics of hotel brand and the factors of customer-based hotel brand value, examined how service quality influences hotel brand performance, and analyzed how brand awareness moderates their relationship. Finally, suggestions for hotel brand managing were proposed.One hundred and thirty two customers and more than ten hotel mangers from twelve hotels participated in interviews, case studies and questionnaire survey. The main results were shown as follows:1. Hotel service quality has a significant influence on hotel brand performance.2. Hotel service function quality plays an important role in creating customer values and enhancing customer satisfaction and loyalty. Hotel service technology quality has a significant influence on customer satisfaction.3. There is a significant interaction between hotel service quality and hotel brand attitude.4. There is a significant correlation between hotel service technology quality and hotel service function quality.更多还原