| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 102 === The Hotel industry is growing so fast around the world. Customers have more choices for their vacations. Furthermore, hotels are more competitive with each other. It is important for hotels to improve their service quality to enhance their image and make sure customers are satisfied to make repurchase intentions in the future. Therefore, the main purpose of this thesis is to investigate the consumer’s patriotism and country of origin (COO) on their choices of Hotels in Vietnam.
The empirical study examines the relationship between consumer patriotism, COO, service quality, customer satisfaction and purchase intentions. The respondents of this research are composed of 150 respondents, who are all Vietnamese. This study uses the LISREL technique, testing two hotels in Vietnam: Thangloi- a local hotel and Sheraton- an international hotel.
The empirical results are as follows: first, this research’s result indicates that customer patriotism and country of origin do not have positive effect on perceived customer attitude. Second, the research found that service quality has a positive effect on customer satisfaction. And third, the research shows that customer satisfaction has impact on customer purchase intention in Vietnam hotel industry.
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