Spa Image, Brand Image on Consumer Experience and the Impact of Customer Perceived Value
| Autor: | Han-Ting Huang, 黃瀚霆 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Hot spring industry has been increasingly developed in recent years. The purpose of this study is to investigate how hot spring and brand images affect consumer experience and customer perceived value. The study conducted a questionnaire survey in the recreation area in the “Tang Spaty” in February 2012. There were total 350 valid questionnaires were collected; the data was analyzed via factor analysis, t-test, ANOVA and regression analysis using SPSS. The result of the study showed that consumer experience was positively affected by factors of "hot spring image" and “brand image”. “Perceived Value” was positively affected by “consumer experience”. Meanwhile, “consumer experience” was proved to have mediator effect on the relationship between “image” and “perceived value”. Based on the research findings, some managerial implications are provided in the end of the research. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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