品牌信任可定義為消費者與企業間，基於信任與可靠的表現，所得的關係。因此消費者對於所得到的價值知覺，以及對表現期望而得的服務品質，可能會影響對該品牌信任的產生。除了這直接的影響之外，此評估歷程可能會先影響顧客滿意度，而後影響品牌信任。以印尼瑪琅地區三星級飯店的顧客為研究對象，發放回收158份問卷、分析其中有效的114份。首先檢驗信度與效度，並透過偏最小平方法（PLS）分析，評估決定係數（R2）、預測相關性（Q2）及效果量（f2）。結果顯示顧客滿意度部分中介了價值知覺與品牌信任，與完全中介了服務品質與品牌信任之間的關係。並對管理意涵、研究限制與未來研究方向進行討論。;Brand trust can be defined as the relationship between consumers and the corporate that is based on trust and reliability of its performance. Therefore, perceived value of what is provided to them, as well as service quality received based on the expectation with performance, may influence the formation of brand trust. In addition to such direct influence, the evaluative process may determine customer satisfaction first, and then brand trust in the long run. Questionnaires were given to guests of three-star hotels in Malang, Indonesia, with 158 surveys returned and 114 valid responses were analyzed. Reliability and validity were examined first, and partial least squares (PLS) analysis was performed to evaluate the determinant coefficient (R2), predictive relevance (Q2), and effect size (f2). Results showed customer satisfaction partially mediates perceived value on brand trust, and fully mediates the relationship between service quality and brand trust. Managerial implications, limitations, and directions for future research were discussed.
