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題名：制服設計、設施品質及品牌形象對顧客消費意圖之關聯性影響--以觀光飯店為例
書刊名：行銷評論
作者：陳欽雨 引用關係／張書豪／蔡宏昌
作者(外文)：Chen, Chin-yeu／Chang, Shu-hao／Tsai, Horng-chang
出版日期：2016
卷期：13:1
頁次：頁63-88
主題關鍵詞：制服設計；設施品質；品牌形象；觀光飯店；Uniform design；Facility quality；Brand image；Tourism hotel
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:12
  • 點閱點閱:21
如何強化餐飲及住宿服務品質以提昇經營績效，一直是過去學術研究者及實務業者所關心的議題。本研究以觀光飯店的消費者為研究對象，使用網路問卷調查法的方 式收集了522份有效的消費者資料。利用迴歸分析檢定研究假說，驗證制服設計、設施品質對品牌形象及消費意圖的影響，並探討品牌形象之中介效果。研究發現制服設計、設施品質對品牌形象與消費意圖具有顯著的正向影響，同時品牌形象對消費意圖 具有顯著的正向影響，並在制服設計、設施品質對消費意圖的影響中具有部分中介效果。最後，根據驗證結果解釋管理意涵，並提出實務建議與未來的研究方向。
How to improve the service quality of restaurant and hospitality for increasing management performance is always a critical issue for academic researchers and practitioners. The study selects tourism hotel consumers as the research objects, and adopts an on-web survey to collect 522 valid samples. The purposes of the research are to explore the relationships among uniform design, facility quality, brand image, consuming intentions and the mediating effect of brand image. The method of regression analysis is used to test the hypotheses. The results indicate that uniform design and facility quality have significant positive effects on brand image and consuming intentions. Besides, brand image has a significant positive effect on consuming intentions, and brand image has a partial mediating effect between uniform design and consuming intentions, facility quality and consuming intentions, respectively. Finally, the managerial implications are discussed, and practical suggestions and future research directions are proposed.
期刊論文
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5.林妙姿、周瑞蓉(20091000)。速食餐廳員工和消費者對工作制服認知之研究--以臺灣高雄市麥當勞為例。紡織綜合研究期刊，19(4)，42-52。new window  延伸查詢new window
6.鄧之卿、郭子卉(20130600)。餐廳款待表現對顧客情緒及再訪意願關係之研究。觀光旅遊研究學刊，8(1)，61-75。new window  延伸查詢new window
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10.林鴻秋、江若玫、蔡永川、陳弘順(2013)。溫泉渡假飯店經營策略之顧客期望與實際消費滿意度差異分析。休閒運動保健學報，4，170-185。  延伸查詢new window
11.Ryu, K.、Jang, S.(2008)。Influence of restaurants' physical environments on emotion and behavioral intention。The Service Industries Journal，28(8)，1151-1165。  new window
12.林宏恩、李岳修(2010)。屏東縣休閒渡假觀光飯店形象分析與定位。運動休閒餐旅研究，5(1)，37-56。  延伸查詢new window
13.林豐瑞、周欣潔(20120800)。品牌形象、關係品質、關係價值影響顧客滿意度與顧客忠誠度模式之建構--以屏東縣萬巒鄉海鴻飯店消費者為例。臺灣農學會報，13(4)，377-397。  延伸查詢new window
14.Haise, C. L.、Rucker, M.(2003)。The flight attendant uniform: effects of selected variables on flight attendant image, uniform preference and employee satisfaction。Social Behavior and Personality，31(6)，565-576。  new window
15.Tu, Y. T.、Yeh, R.、Chuang, N. K.、Chen, T.、Hu, S. M.(2011)。Effects of Employees' Uniform on Company Image and Employees' Self-perceptions and Customers' Perceptions。Asia Pacific Journal of Tourism Research，16(6)，635-648。  new window
16.Luoh, H. F.、Tsaur, S. H.(2009)。Physical attractiveness stereotypes and service quality in customer server encounters。Service Industries Journal，29(8)，1093-1104。  new window
17.Brayler, R. E.(2010)。Managing sacred sites for tourism: A case study of visitor facilities in Palmyra。New York Tourism，58(3)，289-30。  new window
18.吳宗瓊、陳惠君、喻琬真(20130400)。香客大樓？香客大樓刻板印象之影響研究。觀光休閒學報，19(1)，79-103。new window  延伸查詢new window
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29.Grohs, R.、Reisinger, H.(2014)。Sponsorship effects on brand image: The role of exposure and activity involvement。Journal of Business Research，67(5)，1018-1025。  new window
30.Richardson, P. S.、Dick, A. S.、Jain, A. K.(1994)。Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality。Journal of Marketing Research，58(4)，28-36。  new window
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會議論文
1.吳培真、劉宗哲(2004)。服務品質與品牌形象對顧客忠誠度之研究。2014第17屆科際整合管理研討會。  延伸查詢new window
學位論文
1.林念慈(2004)。以認知腳本理論探討人員接觸與顧客反應關係之研究--以高屏地區麥當勞為例(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
2.李雅敏(2005)。組織服裝對員工認知、組織管理、品牌形象之影響--以金控體系下之銀行零售分行為例(碩士論文)。大葉大學。  延伸查詢new window
3.侯錦雄(1990)。遊憩區遊憩動機與遊憩認知間關係之研究(博士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.葉立誠(2006)。服飾美學。台北：商鼎。  延伸查詢new window
2.劉麗文、楊軍(2001)。服務業營運管理。臺北市：五南書局。  延伸查詢new window
3.李宏偉(2000)。服裝社會心理學--外觀與文化。台北市：商鼎文化。  延伸查詢new window
4.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
5.Schiffman, Leon G.、Kanuk, Leslie Lazar、Wisenblit, J.(2000)。Consumer Behavior。Prentice-Hall。  new window
 
 
 
 
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