研究生: |
杜永忻 Mehmet Said Dokumaci |
---|---|
論文名稱: |
關係品質前置變數與影響結果之研究:以土耳其國際旅館經營為例 A STUDY ON ANTECEDENTS AND CONSEQUENCE OF RELATIONSHIP QUALITY: IN THE CONTEXT OF INTERNATIONAL TURKISH HOTELS OPERATION |
指導教授: |
周世玉
Chou, Shih-Yu |
學位類別: |
碩士 Master |
系所名稱: |
管理研究所 Graduate Institute of Management |
論文出版年: | 2020 |
畢業學年度: | 108 |
語文別: | 英文 |
論文頁數: | 33 |
DOI URL: | http://doi.org/10.6345/NTNU202000570 |
論文種類: | 學術論文 |
相關次數: | 點閱:113 下載:29 |
分享至: |
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This study researched the antecedents (communication, service quality, and consumer perceived value); and trust, relationship commitment as mediators; and consequences (customer loyalty) of relationship quality in a hotel service business context. This study will help hotel managers to develop and implement effective relationship marketing strategies. Effective usage of relationship marketing strategies will be able to improve hotel customer loyalty such as repurchase intention and word of mouth. To analyze data collected from Taiwanese and non-Taiwanese international hotels of Turkey. The study recruited 272 respondents to test the proposed model. A partial-least-square-based structural equation modeling was adopted to evaluate the measurement of research constructs and test the research hypotheses that underpinned a proposed conceptual model. These two mediators play fully mediating roles between communication and customer loyalty and between service quality and customer loyalty. Findings show that trust and relationship commitment play partially mediating roles between customer perceived value and customer loyalty.
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