A study on Consumers' Brand Awareness, Consumption Experience, Service Quality and Repurchase Intention in the Hot Spring Resorts
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 1
Abstract
The main purpose of this study is to analyze consumers' perceptions of hot spring hotel brands, their consumption experience, the quality of their experience, and the intention to repurchase. This research adopts the investigation method of the questionnaire, with 420 consumers in Taiwan hot spring area in Tai'an as the research object, the effective questionnaire through statistical analysis, this study found that different demographic variables will affect consumers' Hot Springs Hotel "brand awareness", "consumer experience", "service quality" and "repurchase intentions". The "repurchase intention" of hot spring hotels in Tai'an has a positive correlation with "brand awareness", "consumption experience" and "service quality". According to the results of the study, this study puts forward specific suggestions for hotel management in hot spring area.
Authors and Affiliations
Tsai Chih- Peng
Keywords
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