價格促銷、產品品牌形象與購買意願之關係研究—以遠雄悅來大飯店為例

CCUR > College of Business > Department of Tourism & Graduate Institute of Tourism Industry > Thesis > Item 987654321/23933

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23933

Title:	價格促銷、產品品牌形象與購買意願之關係研究—以遠雄悅來大飯店為例
Authors:	陳涵茵
Contributors:	觀光休閒事業管理研究所碩士在職專班
Keywords:	價格促銷產品品牌形象購買意願服務表現休閒旅館
Date:	2011
Issue Date:	2012-12-13 09:13:00 (UTC+8)
Abstract:	品牌的研究在近幾年來在學術界或企業界逐漸被重視；品牌不僅是企業的商標，使企業及其產品擁有獨特的識別標幟，也是一個企業對品質的承諾，讓消費者可以信任的消費保證，在競爭者中形成差異化。本研究以「遠雄悅來大飯店」為研究主體，探討飯店服務業這三構面間的相互關係。本研究透過問卷調查之方式進行問卷調查訪問。共計發放450份問卷，回收412份問卷，問卷回收率為91.5%，經刪除無效問卷後，實得有效問卷385份，有效問卷率為86%。研究結果主要發現有三點：(一)旅館套裝價格促銷採降低產品售價與增加產品價值兩個構面時，對消費者之購買意願都有顯著差異；(二)當旅館套裝價格促銷採降低產品售降與增加產品價值，消費者對旅館套裝的產品品牌形象是有顯著相關；(三)旅館套裝品牌形象之功能性、象徵性與經驗性三個構面，對消費者之購買意願都有顯著差異。最後，本研究進一步提出飯店業或服務業管理者對產品行銷策略及品牌形象上做實務建議。關鍵字：價格促銷、品牌形象、購買意願、服務表現、休閒旅館 In recent decades, research of branding is becoming extremely valued in both academic and business fields. Brand can be recognized as company's trademark, as well as presenting company and its products for unique identification. Furthermore, brand can be treated as commitment of product/service quality from company; and customers can then gain trust with. In terms, brands can formate into differentiation advantages. Thus, this study aim to explore the inter-relationship among three services dimensions by taking Far Glory Hotel as research subject. In this study, research questionnaires were conducted on-site at Far Glory Hotel. A total of 450 questionnaires were demonstrated, and 412 survey questionnaires were collected. With 27 invalid questionnaires, the actual valid reponse rate of this research is 86%. There are three major findings of this study: (1) customers’ purchase intention significantly impact by price reduction and product value-adding; (2) customers’ perceived brand images significantly ralated to price reduction and product valued-adding; and (3) customers’ pruchase intention show significant differences among brand functional dimension, brand symbolic dimension, and brand experiential dimension. Oversll speaking, this study proposed hotel industry and service operators with practical recommendations of product marketing strategies and brand image management. Keyword: Price promotions, brand image, Purchase intention, Service performance, Resort Hotel
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

Files in This Item:

File	Description	Size	Format
http___thesis.lib.pccu.edu.tw_cgi-bin_cdrfb3_gsweb.cgi_ccd=Wkq9TO&o=e2&dbid=I%2B32%3A5.pdf		752Kb	Adobe PDF	2222	View/Open

View Licence

Loading...