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An Examination of the Influence of Brand Image and Perceived Value on Traveler's Satisfaction : An Empirical Study of To 陳榮彬、高立箴

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An Examination of the Influence of Brand Image and Perceived Value on Traveler's Satisfaction : An Empirical Study of To

陳榮彬、高立箴

E-mail: 9706759@mail.dyu.edu.tw

ABSTRACT

In the past, the tourist industry mainly promoted their sales of products to cus-tomers in order to pursue large profits only, but ignored real needs of customers. An important managing strategy for the tourist industry is to create a great brand image and to respect customers’ satisfaction so that they will develop a nice sense of value. Be-cause of the severe competition, it is essential for the tourist industry to investigate the degree of tourists’ identification with travel agencies as well as their satisfaction of the trip. For Taiwanese tourist industry, the results of this research can be a basis of devel-oping the tourism in China. The purpose of this study is to investigate the influence of brand image and per-ceived value of local travel agencies on customers’ satisfaction. The subjects of this study included tourists from northern, central and southern parts of Taiwan who joined in a tour in China. To verify the hypothesis, the findings are given below: 1. The brand image of the travel agency has a positive influence on tourists’ perceived value. 2. The perceived value of the travel agency has a positive influence on tourists’ satis-faction. 3. The brand image of the travel agency has a positive influence on tourists’ satisfac-tion.

Keywords : brand image;perceived value;customer satisfaction

Table of Contents

中文摘要 ..................... iii 英文摘要 .....................

iv 誌謝辭  ..................... v 內容目錄 ....................

. vi 表目錄  ..................... viii 圖目錄  ..................

... x 第一章  緒論................... 1   第一節  研究背景與動機........

.... 1   第二節  研究目的............... 5 第三節  研究對象與範圍.........

..... 6 第四節  研究步驟與流程.............. 6 第二章  文獻探討...........

...... 8   第一節  品牌形象............... 8   第二節  知覺價值........

....... 12   第三節  品牌形象與知覺價值之關係....... 16 第四節  顧客滿意度.......

......... 17 第五節  品牌形象、知覺價值、顧客滿意度的關係.... 20 第三章  研究方法......

........... 23   第一節  研究架構............... 23   第二節  研究假設..

............. 24 第三節  操作性定義與衡量............. 24 第四節  問卷的設計.

............... 26 第五節  樣本決定與抽樣方法............ 29 第六節  資料分析 方法............... 29 第四章  研究結果................. 31 第一節  問卷 回收與敘述性統計........... 31 第二節  問卷的效度與信度............. 34 第三節   各構面相關分析.............. 43 第四節  品牌形象對知覺價值的影響......... 45 第五節   知覺價值對顧客滿意度的影響........ 51 第六節  品牌形象對顧客滿意的影響......... 55 第 七節  研究假設驗證結果............. 58 第五章  研究與建議................

60 第一節  研究結果................. 60 第二節  研究意涵...............

.. 61 第三節  研究限制................. 63 第四節  未來研究之建議..........

.... 64 參考文獻 ..................... 65 附錄A  問卷調查表設計版........

...... 77 附錄B  問卷調查表發放版.............. 81 REFERENCES

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