| Summary: | 碩士 === 國立臺東大學 === 理工學院綠色科技產業碩士專班 === 102 === Abstract
This study aims to understand the satisfaction and loyalty of consumers in Luminous Hot Spring Resort and Spa. According to the literature assessment models, to explore population structure, brand image, customer expectations, cognitive relationship quality, perceived value, satisfaction and loyalty, the differences based on the collected. The research adopt questionnaires, descriptive statistics, t-test, analysis of variance, correlation and regression analysis to analyze statistical data, the findings made by the relevant proposals for the industry as a marketing strategy and management reference, research results are as follows: Hotel brand image on customer expectations, customer value, and customer satisfaction positively related to the existence of a significant impact. Customer expectations of perceived quality, perceived value and customer satisfaction positively related to the existence of a significant impact. Customer perceived quality has a significant positive impact on the perceived value related to customer perceived value on customer satisfaction has a significant positive impact related. Customer perceived value on customer satisfaction has a significant positive impact related to customer satisfaction on customer loyalty has a significant positive correlation affected. According the chart of statistical data, the average of feeing on branding image, customers expectation, perceived quality, perceived value, customer satisfaction and customer loyalty that criterion shows between ordinary and agree. There was no difference attribute between the consumers of gender, age, career, monthly salary, and marriage. Opposite, there was obviously on education, live, the frequency of check in, and the way of get information.
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