A Study of the Association between the Quality of Service, Brand Image, Experimental marketing and Customer’s Satisfaction - Example of Wei-Yat Grand Hotel, Tainan

• Main Authors: Hsieh,Cheng-Chih, 謝承志
• Other Authors: Ou-Yang, Hou
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/kh7yzm

碩士 === 崑山科技大學 === 企業管理研究所 === 104 === This study aims to verify the associations between service quality,brand image, experimental marketing and customer satisfaction ofa Wei-Yat Grand hotelat Tainan. We collected 599 valid samples of questionnaires during the period of Feb. 2, 2016 to Feb. 4, 2016. Each facet assessment , questions of composition determined by reference to past literature , by a number of related academics, industry experts Amendment and data collection using questionnaires Survey Research. Questionnaire distributed using convenience sampling from Tainan Anping Wei-Yat Grand hotelat guest for the study, te resulting data will be allocated using Frequency distribution table,descriptive analysis, factor analysis, Reliability and Validity,Mean Variance, One- Way Anaiysis of Variance.Spearson correlation Coefficient r, regression analysis and other relevant statistical methods to analyze , manage and gives the final meaning. The empirical results show that service quality makes significantly positive effect on the experimental marketing,brandimageand customer satisfaction. Experimental marketing makes significantly positive effect on brandimageand customer satisfaction. Brandimage makes significantly positive effect on customer satisfaction.At last, this study finds that both experimental marketing and brand imageare intermediary variable between service quality and customer satisfaction, and play partial mediating effect. Brand image is intermediary variable between experimental marketing and customer satisfaction, and play partial mediating effect.