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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:92下載:29
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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.

    Abstract i Table of Contents ii List of Tables iii List of Figures iv Chapter 1. Introduction 1 1.1 Research Background and Motivation 1 1.2 Research Purposes 2 1.3 Research Outline 2 Chapter 2. Literature Review and Hypothesis Development 4 2.1 Relationship Quality: Trust and Commitment 4 2.2 Communication 5 2.3 Service Quality 6 2.4 Consumer Perceived Value 8 2.5 Customer Loyalty 9 Chapter 3. Methodology and Research Framework 11 3.1 Questionnaire Design 11 3.2 Collection of Data 11 3.3 Research Framework 12 Chapter 4. Data Analysis and Results 14 4.1 Sample Profile Analysis 14 4.2 Measurement of Reliability and Validity 14 4.3 Structural Model Estimation and Hypothesis Testing 15 Chapter 5. Conclusion 22 5.1 Discussion 22 5.2 Contributions 24 5.3 Limitations and Future Research 25 References 26 Appendix 30

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