The Brand Image、Perceived Value and Customer’s Satisfaction-A Case Study of Howard Hotels ·Resorts ·Suites-

• Main Authors: Chu, Chih-Feng, 朱志峰
• Other Authors: Wang, Ming-Yuan
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/3x6www

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 105 === The hotel industry plays an important role in tourism and business industry. It is essential to enhance the hotel service quality, satisfy the customer demand, to strengthen the brand value in the tourism industry. This study aims to explore the relationship among customers’ brand image, perceived value, and customer satisfaction in Howard Hotels Resorts Suites located in Taipei, Taichung, Kaohsiung and Kenting from April 29, 2017 to May 12, 2017. A total of 360 copies of questionnaires were distributed, and 320 valid questionnaires were retrieved. The data was analyzed by the statistical software SPSS22.0 for descriptive statistics, item analysis, factor analysis, reliability analysis, independent sample t test, One -way ANOVA, and multiple regression analysis. The results have shown as follows： (1) there are partial significant differences among customers’ brand image, perceived value and customer satisfaction in the four Howard Hotels Resorts Suites; (2) there are partial significant differences between the hotel customers’ brand image and their perceived value; (3) there are partial significant differences between the hotel customers’ perceived value and customer satisfaction; (4) there are partial significant differences between the hotel customers’ brand image and customers satisfaction. This study also shows that customers generally have positive attitudes towards Howard Hotels Resorts Suites for its attractive facilities, secure and reliable environment, convenient location, and think the hotels are reputable. Finally, this study suggests the followings: 1. To expand the age group: to increase the parent-child facilities and rooms in order to attract the married travelers. 2. To provide customization to travelers: the hotel can provide services such as ordering traffic tickets and tourist attraction tickets, so that passengers do not need to plan their own trip because Fuhua Hotel is a nationwide chain hotel that increases the accessibility for travelers. 3. To reduce the price aperiodically: the major guests of Fuhua hotel belong to the middle class. The hotel will be able to attract low-income class or novice to stay, not limited to specific groups, through its occasional price reduction policy.