基于顾客的饭店品牌价值影响因素的实证研究

Research on Factors of Customer-based Hotel Brand Value

本研究在对基于顾客的饭店品牌价值影响因素进行分析的基础上,探讨了饭店企业中服务质量对品牌表现的作用影响,分析了品牌认知如何与服务质量共同作用于顾客满意度和忠诚度。研究的主要结论为:在服务质量对品牌满意的作用和影响上,品牌认知与服务质量存在着显著的交互作用,品牌态度的强弱影响了服务质量与顾客满意度的关系。

Based on analysis of factors of customer-based hotel brandValue, the study examined how service quality influences hotel brandperformance, and analyzed how brand awareness moderates their relations.The main result was that there is a significant interaction between hotelservice quality and brand awareness, that brand attitude affects therelations between hotel service quality and customer satisfaction.