| 摘要: | 旅館品牌化經營能更有效率，因此為現今旅館業發展趨勢。隨著旅宿市場競爭日趨激烈，建立與眾不同的品牌非常重要，故看待品牌差異化時，品牌個性為關鍵因素。服務創新亦被認為是區別品牌的策略，不僅有助開發新市場，也能留住老顧客。對顧客來說，品牌體驗是評估品牌的基礎，也是與品牌建立關係的要素，而對品牌滿意的體驗，會進一步提高品牌忠誠度。過去有關品牌個性、服務創新與體驗的文獻以顧客體驗為主，且鮮少針對旅館產業的品牌體驗探討，故本研究以老爺行旅為例，目的為建立研究架構探討旅館品牌個性、服務創新、品牌體驗和品牌忠誠度之因果關係。
本研究問卷採便利抽樣，經專家及預試問卷後，正式問卷以網路及實地至老爺行旅據點發放，總計回收246份有效問卷。研究結果證實顧客認知旅館品牌個性及服務創新分別正向影響品牌體驗；顧客對旅館的品牌體驗顯著正向影響品牌忠誠度，品牌體驗在品牌個性與品牌忠誠度之間具有完全中介效果，於服務創新與品牌忠誠度之間則無中介效果。結論建議旅館業者應明確定位並積極建立自身品牌個性，提供相對應的服務創新，持續強化對顧客的品牌體驗，以提升顧客的忠誠度。本研究提出之模型架構延伸餐旅學術界品牌管理相關文獻，研究結果與建議提供旅館業界參考。
Making brand management more efficient is the development trend of today's hotel industry. With the increasingly fierce competition in the hotel market, it is very important to build a distinctive brand. Therefore, when looking at brand differentiation, brand personality is a key factor. Services innovation is also considered as a differentiating strategy for brands, which not only helps to develop new markets, but also retains old customers. Brand experience is the basis for evaluating a brand, and it is also an element of building a relationship between customers and a brand. A satisfied experience with a brand will further increases brand loyalty. Past literature on brand personality, service innovation and experience focuses on customer experience, and rarely discusses brand experience in the hotel industry. Taking The Place as an example, this study establishes a research framework to explore the causal relationship between hotel brand personality, service innovation, brand experience and brand loyalty.
Convenience sampling was adopted for the questionnaires in this research, which was first reviewed by experts and pre-test questionnaires, and then the official questionnaires were distributed online and three hotels to The Place base. A total of 246 valid questionnaires were analyzed. The research results confirm that customers' perception of hotel brand personality and service innovation have a positive impact on brand experience; customers' brand experience of hotels had a significant positive impact on brand loyalty. Brand experience has a complete mediating effect between brand personality and brand loyalty, but no mediating effect between service innovation and brand loyalty. Our conclusion is to suggests that hoteliers should have a clear positioning, actively establish their own brand personality, provide corresponding service innovations, and continue to strengthen customers' brand experience, so as to enhance customer loyalty. The model framework proposed here extends the related literature on brand management in the hospitality industry and also provides the practical implications for the hotel industry. |
