| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 104 === Travel market in Taiwan has grown very fast in five years, which brought large profits to the whole industry. But behind these profits lied a lot of bloody competition. Many travel agencies adjust their price and product to stay competitive, which also put them into a dead end. To catch up customer’s loyalty, a company should count on best service. So we still have to see employee’s service quality and attitude.
In travel industry, there are some star tour guides and tour leaders. By giving differential service and their own specialty, they create a lot of fortune and famous for their travel agencies. So my research focus on this point, I use brand equity view to see if employees’ personality branding could stimulate customer repurchase behavior. Also, I compare the difference between corporation brand and personality branding.
I use SEM to analyze my data, and I find that personality branding has a great effect to customer’s repurchase behavior than corporation brand. So I give three advices to the travel industry, hope that it could bring more values.
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