호텔레스토랑의 브랜드가치가 브랜드이미지(기능적, 상징적)와 행동의도(재구매의도)의 관계에 미치는 매개효과 = The Mediating Effects of Brand Value on the Relationship between Brand Image(Functional, Symbolic) and Behavioral Intentions(Repurchase Intentions) in Hotel Restaurants

다국어 초록 (Multilingual Abstract)

To acquire competitive advantage faced on the global competition environment of the hotel industry, hotel companies must build brand image strategies that it generate higher customers` value and customers` repurchase intentions. As these points of view, previous studies addressed that brand image, customers` value and customers` repurchase intentions as significance concepts that can be represented to firms` higher performance. From these point of view, the purpose of this study aimed to explore the relationships among brand image and customers` value and customers` repurchase intentions in the hotel firms. In addition, it tries to find out the mediating effects that customers` value have contributed to the relationships between brand image and customers` repurchase intentions. To achieve these purposes, questionnaire was developed based on previous study and data were collected by local customers in the 10 deluxe hotel restaurants. Then the data and hypotheses were examined based on previous study. The results of this study as belows. First, brand image has a direct effect on the customers` value. Second, brand image has a direct effect on the customers` repurchase intentions Third, customers` value has a direct effect on the customers` repurchase intentions. And also, it has been found that the customers` value have mediating effects between brand image and customers` repurchase intentions. The results of this study bring up the new direction in ways on the marketing strategy focused on the brand image, customers` value and customers` repurchase intentions in the management of the hotel firms. Finally, the contributions and limitations of this research were discussed and the future possible researches were mentioned.

참고문헌 (Reference)

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