The Attributions of Consumer Loyalty in Small and Medium-sized Hotel： From Commitment, Trust, and Satisfaction

• Main Authors: Yu Shiu-Huei, 余秀慧
• Other Authors: Wu Ching-Chang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/64380519128386659706

碩士 === 中國文化大學 === 國際企業管理學系 === 100 === Due to the policy of free traveling of Chinese tourists and the prosperity of tourism industry, the general hotel industry ought to analysis their consumers-tourists to draw their attention and provide customized services under the limited circumstances. The purpose of this research is to understand and discuss whether personal preference of consumers yield Word-Of-Mouth marketing and repurchase behavior or not. Also to exam the differences between commitment, trust and satisfaction of four types of con-sumers: absolute loyal, high degree of loyalty, mild degree of loyalty and low degree of loyalty constructed by Relationship behavioral loyalty and relationship attitudinal loy-alty.