品牌信任受價值知覺與服務品質之影響： 以旅館顧客滿意度為中介

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李玫莎(Adelia Shabrina Prameka) 查詢紙本館藏

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企業管理學系

論文名稱

品牌信任受價值知覺與服務品質之影響：以旅館顧客滿意度為中介
(How Brand Trust is Influenced by Perceived Value and Service Quality: Mediated by Hotel Customer Satisfaction)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 價值知覺
★ 服務品質
★ 顧客滿意度
★ 品牌信任
★ 三星級飯店

關鍵字(英)

★ perceived value
★ service quality
★ customer satisfaction
★ brand trust
★ three-star hotels

論文目次

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 6
2.1 Brand Trust 6
2.2 Perceived Value 9
2.3 Service Quality 12
2.4 Customer Satisfaction 14
2.5 Customer Satisfaction and Brand Trust 16
2.6 Research Framework 17
CHAPTER 3 METHOD 19
3.1 Sample 19
3.2 Research Instrument 20
3.3 Step of Research 21
3.4 Research Design 24
CHAPTER 4 RESULTS 25
4.1 Respondent’s Characteristic 25
4.2 Descriptive Statistics 26
4.3 Model Evaluation: Measurement Model Results 27
4.4 Model Evaluation: Structural Model Results 29
4.5 Hypotheses Testing 32
CHAPTER 5 DISCUSSION 35
5.1 The Summary of Research Findings 35
5.2 Managerial Implication 37
5.3 Limitation and Direction for Future Research 38
5.4 Conclusion 39
REFERENCES 40
APPENDIX 50

LIST OF TABLES
Table 1 Definition of Brand Trust 6
Table 2 Conceptualizations of Brand Trust Dimensions 8
Table 3 Multi-dimensional Approach to Perceived Value 11
Table 4 Multi-dimensional Approach to Service Quality 12
Table 5 Profile of Respondents (n = 114) 26
Table 6 Descriptive Statistics 26
Table 7 Inter-Construct Correlations (Reliability, Validity, and Correlation Matrix) 28
Table 8 Outer Loadings and Cross Loadings 29
Table 9 Determinant Coefficient (R2) and Predictive Relevance (Q2) Values 30
Table 10 The Relative Effect Size of Path Coefficients (f 2 and q2) 31
Table 11 Hypotheses Testing 33
Table 12 Summary of Research Findings 35

LIST OF FIGURES
Figure 1 Growth of Indonesian Hotels 2
Figure 2 Research Framework 17
Figure 3 Research Design 24
Figure 4 Hypotheses Model with Parameter Estimates 34

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指導教授

杜秉叡(Ben-Roy Do)

審核日期

2016-6-30

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