| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 96 === Consumption value effects the consumer’s attitude toward hotel image, satisfaction and loyalty. This study aims to examine the relationships among consumption value, hotel image, satisfaction and loyalty. This research adopts Consumption Value concepts including funtional value, social value, emotional value, epistemic value and conditional value ( Sheth, Newman & Gross,1991b). Hotel Image questionnaire which is included five dimensions: employee service, product quality, atmosphere, convenience and price（Chowdhury, Reardon & Srivastavan, 2001）. The four terms be used for measuring Guest Loyalty included: the customer’s intention to repurchase and recommend, the customer’s tolerance for product’s price and the intention to purchase other related products ( Gronholdt, Martensen & Kristensen). We adopt the Questionnaire to survey the in-house native guests who stay at an international tourist hotel in Taichung City and 156 copies are valid. The research result indicates that guests have the highest level on functional value oriented then will have the highest score on either hotel image or loyalty. Therefore, the hotel’s manager should focus on these guests most. Furthermore, both upper grades manager and public servant have the higher level on functional value than other guests. Hotel manager must strive to satisfy such specific customers in the marketing strategy.
|
|---|
