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系統識別號 U0026-0812200911090118
論文名稱(中文) 顧客基礎的品牌權益對高級飯店財務績效之影響
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 92
學期 2
出版年 93
研究生(中文) 蔡孟原
研究生(英文) Mon-Yuan Tsai
學號 r4691122
學位類別 碩士
語文別 中文
論文頁數 86頁
口試委員 口試委員-康信鴻
指導教授-蔡明田
指導教授-陳淑惠
口試委員-莊雙喜
中文關鍵字 品牌權益  財務績效  促銷活動 
英文關鍵字 Sales Promotion  Brand Equity  Financial Performance 
學科別分類
中文摘要 摘要

  本研究以顧客基礎的觀點出發,主旨在探討顧客基礎的品牌權益及其潛在構面與高級飯店財務績效間的可能關係並嘗試確認品牌權益的潛在構面及個別構面在不同績效飯店群是否能作有效之區別。研究樣本為國內知名的20家高級觀光飯店,透過問卷調查及蒐集次級資料並行的方式進行實證研究,問卷以便利抽樣的方式,利用網路問卷至各大入口網站之旅遊飯店相關討論群組及透過E-Mail散佈問卷連結網址,共回收386份問卷,2份為無效問卷,有效問卷回收率為99.48%。
  本研究先透過因素分析確認顧客基礎的品牌權益之最佳解釋模式即由品牌忠誠、品牌知名度、知覺品質及品牌形象四個構面所組成。接著以獨立樣本t檢定檢驗出品牌忠誠、品牌知名度及品牌形象能在高低績效飯店中做出有效之區別。最後根據問卷回收結果進行無母數相關分析瞭解品牌權益及其構面與飯店財務績效間的關係,實證結果發現:品牌忠誠、知覺品質與財務績效間無顯著正向關係;品牌知名度、品牌形象、品牌權益與財務績效間則有顯著正向相關;價格促銷活動會降低品牌權益與財務績效間的正向相關程度。
  根據實證結論,高級飯店管理者應注意的課題有:謹記重複購買及顧客滿意的重要性,使原有的顧客感到滿意且有願意再光顧的傾向、對於高級飯店的品牌知名度必須小心確認消費者資訊來源及來源的重要性、服務業的核心或中心策略應該是品牌而非品質,高級飯店應該透過品牌本身而非品質去追求高財務績效、必須瞭解重要品牌特徵的知識及妥善管理品牌形象,最後若不能妥善管理顧客基礎的品牌權益,銷售及收入將隨著時間的過去而逐漸下降,且欲以促銷來提升知名度甚至增加收益,應考量非價格導向之促銷活動。

英文摘要 Abstract

  The goal of this study is to examine the underlying dimensions of consumer-based brand equity, how they affect the financial performance of hotel firms and if they differ between high and low performance hotels. Secondary data were collected from 20 famous luxury hotels in Taiwan and primary data were collected via on-line questionnaire survey. A total of 386 questionnaires were returned. Of these, 2 were excluded since they had not been properly completed and thus, we got a response rate of 99.48 percent.
  In this study, factor analysis was employed to examine brand equity that is best understood by the context represented by the four underlying dimensions. The independent t-test was used and concluded that brand loyalty, brand awareness and brand image differ between high and low performance hotels. Finally, nonparametric correlation analysis was used to examine the relationship between brand equity and financial performance. Therefore, it concluded that brand awareness, brand image and brand equity has a significantly positive effect on financial performance but brand loyalty and perceived quality do not. Besides, price-oriented promotion decreases the degree of positive correlation between brand equity and financial performance of hotels.

論文目次 目錄

第一章 緒論 ……………………………………………………… 1
第一節 研究背景與動機 ………………………………………… 1
第二節 研究目的 ………………………………………………… 4
第三節 研究流程 ………………………………………………… 5
第四節 論文架構 ………………………………………………… 6
第二章 文獻探討 ………………………………………………… 7
第一節 顧客基礎的品牌權益 …………………………………… 7
第二節 促銷 ……………………………………………………… 20
第三節 顧客基礎的品牌權益與財務績效的關係 ……………… 26
第三章 研究設計與研究方法 …………………………………… 27
第一節 研究架構 ………………………………………………… 27
第二節 研究假設 ………………………………………………… 29
第三節 研究變數及操作性定義 ………………………………… 33
第四節 研究設計 ………………………………………………… 39
第四章 資料分析與研究結果 …………………………………… 44
第一節 基本資料統計分析 ……………………………………… 44
第二節 獨立樣本t 檢定 ………………………………………… 47
第三節 因素分析與信度檢定 …………………………………… 51
第四節 無母數相關分析 ………………………………………… 59
第五章 結論與建議 ……………………………………………… 64
第一節 研究結論 ………………………………………………… 64
第二節 研究貢獻 ………………………………………………… 68
第三節 研究限制 ………………………………………………… 71
第四節 建議 ……………………………………………………… 72
參考文獻 …………………………………………………………… 73
附錄:問卷內容 …………………………………………………… 78
附表一 ……………………………………………………………… 83
附表二 ……………………………………………………………… 85
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二、中文部分
1. 方世榮譯 (1995),Philip Kotler著,行銷管理學,台北:台灣東華出版事業有限公司。
2. 朱顒 (2001),「網路商店品牌權益影響因素之研究─以網路書店為例」,雲林科技大學企業管理研究所碩士論文。
3. 林怡君 (2002),「贈品─主產品利益一致性與品牌權益對促銷效果影響之研究」,台灣大學商學研究所碩士論文。
4. 吳萬益 林清河 (2002),企業研究方法,台北市:華泰文化事業股份有限公司。
5. 陳建霖 (1998),「促銷對品牌權益影響之研究」,雲林科技大學企業管理研究所碩士論文。
6. 陳振燧 (1995),「顧客基礎的品牌權益衡量與建立之研究」,政治大學企業管理研究所博士論文。
7. 陳順宇 (2000),多變量分析,二版,台北市:華泰文化事業股份有限公司。
8. 薛賢文 (2002),「促銷方式、產品線延伸策略、產品涉入與品牌評價之關係」,中正大學企業管理研究所碩士論文。
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