A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm

碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 99 === Abstract This research was to investigate whether Service Quality, customer satisfaction, and tourist characteristics would affect brand image. An empirical study was conducted to test the model by selecting the consumers who have been to Tsou-Ma-Lai Farm. 4...

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Bibliographic Details
Main Authors:	CHEN CHIA HUNG, 陳佳宏
Other Authors:	謝俊宏教授
Format:	Others
Language:	zh-TW
Published:	2010
Online Access:	http://ndltd.ncl.edu.tw/handle/99082726615040754926

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spelling	ndltd-TW-097THMU87420062015-10-30T04:05:22Z http://ndltd.ncl.edu.tw/handle/99082726615040754926 A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm 走馬瀨休閒農場之知覺服務品質ˋ遊客滿意度與口碑形象之相關性研究 CHEN CHIA HUNG 陳佳宏碩士亞洲大學休閒與遊憩管理學系碩士班 99 Abstract This research was to investigate whether Service Quality, customer satisfaction, and tourist characteristics would affect brand image. An empirical study was conducted to test the model by selecting the consumers who have been to Tsou-Ma-Lai Farm. 450 confirmatory surveys were collected. Through the statistic analysis, the following findings were conducted:1.There was a significant impact of some statistical population variables on service quality, customer satisfaction, and brand image of Tsou-Ma-Lai Farm. 2.There was a significant impact of service quality on customer satisfaction of Tsou-Ma-Lai Farm. 3. There was a significant impact of service quality on brand image of Tsou-Ma-Lai Farm. 4.There was a significant impact of customer satisfaction on brand image of Tsou-Ma-Lai Farm. 5. Customer satisfaction served as mediating variable between impact of service quality and brand image of Tsou-Ma-Lai Farm. Keywords: Perceived service quality、Customer satisfaction and Brand image 謝俊宏教授張峻嘉助理教授 2010 學位論文 ; thesis 73 zh-TW
collection	NDLTD
language	zh-TW
format	Others
sources	NDLTD
description	碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 99 === Abstract This research was to investigate whether Service Quality, customer satisfaction, and tourist characteristics would affect brand image. An empirical study was conducted to test the model by selecting the consumers who have been to Tsou-Ma-Lai Farm. 450 confirmatory surveys were collected. Through the statistic analysis, the following findings were conducted:1.There was a significant impact of some statistical population variables on service quality, customer satisfaction, and brand image of Tsou-Ma-Lai Farm. 2.There was a significant impact of service quality on customer satisfaction of Tsou-Ma-Lai Farm. 3. There was a significant impact of service quality on brand image of Tsou-Ma-Lai Farm. 4.There was a significant impact of customer satisfaction on brand image of Tsou-Ma-Lai Farm. 5. Customer satisfaction served as mediating variable between impact of service quality and brand image of Tsou-Ma-Lai Farm. Keywords: Perceived service quality、Customer satisfaction and Brand image
author2	謝俊宏教授
author_facet	謝俊宏教授 CHEN CHIA HUNG 陳佳宏
author	CHEN CHIA HUNG 陳佳宏
spellingShingle	CHEN CHIA HUNG 陳佳宏 A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm
author_sort	CHEN CHIA HUNG
title	A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm
title_short	A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm
title_full	A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm
title_fullStr	A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm
title_full_unstemmed	A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm
title_sort	study on the relationship of service qualityˋ customer satisfaction and brand image : an example of tsou-ma-lai farm
publishDate	2010
url	http://ndltd.ncl.edu.tw/handle/99082726615040754926
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A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm

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