| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系 === 105 === This study mainly intends to explore Taiwan National People to the relationship between Brand Image, Service Quality and Customer Satisfaction for a Star Rated Hotel in Taiwan. Object of study covers national people in Taiwan. The study adopted sampling to conduct using the LINE community group questionnaire survey in a private format by distributing 323 questionnaires, of which the effective return ratio 100% due to all items are required by the network questionnaire design. This study referred to the relevant literatures with research tool of questionnaire scale, including the contents of basic information, brand image scale, service quality scale and customer satisfaction scale. The scale has good internal consistency and stability.
Descriptive statistical analysis, reliability analysis, correlation analysis and hierarchical regression analysis were adopted for statistical analysis of return data. This study concluded that (1) there was significant positive influence between brand image and service quality for a Star Rated Hotel in Taiwan; (2) there was significant positive influence between brand image and customer satisfaction for a Star Rated Hotel in Taiwan; (3) there was significant positive influence between service quality and customer satisfaction for a Star Rated Hotel in Taiwan. Consequently, the study offered a proposal for future researchers’ reference. .
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