http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
호텔의 브랜드 자산이 브랜드 태도, 고객만족, 재방문 의도에 미치는 영향에 관한 연구
유종식(Yu Jong Sik),이애주(Lee Aejoo) 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.2
This study was carried out to investigate how components of brand equity, such as brand recognition, perceived quality, brand awareness and brand association impact revisit intentions according to brand attitude and customer satisfaction. It also provides basic information in strengthening their brand and providing a basis for a re- visit marketing analysis of the future hotel brand. This study was conducted with a survey on the basis of parameters derived by previous studies using the empirical analysis. Following results were obtained through this examination. First, brand awareness, perceived quality, and brand image have a significant influence on brand attitude. It would mean that the hotel has to form a strong brand that is distinct compared to other brands of hotels. Second, the brand image and brand associations had significant influence on customer satisfaction. Third, positive brand attitude had significant influence on customer satisfaction. Fourth, positive brand attitude and customer satisfaction had a significant influence on the customer``s intention to revisit. It will be lead to revisiting the hotel company and form customer loyalty which will allow maintaining a high market share and revenue. Through the results of this study, the Hotel industry needs to understand and recognize the components of brand equity the greater the value of brand equity is recognized by the customers they will become a Hotel’s royal customer, lead to revisit.