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研究生：	王嘉揁 Wang, Raymond
論文名稱：	飯店宴席服務之體驗行銷研究-以翰品酒店為例 A Study on Hotel Banquet Service Experiential Marketing – An Example of CHATEAU de CHINE
指導教授：	祝鳳岡 Chu, Fong-Kang
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2013
畢業學年度：	101
語文別：	英文
論文頁數：	72
中文關鍵詞：	策略體驗模組
外文關鍵詞：	Strategic experiential modules
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本研究對飯店宴席的產業探討策略體驗模組、體驗價值、品牌形象，與顧客滿意度、顧客忠誠度的關係。本研究以翰品酒店為例，進行量化問卷研究與質化深度訪談。分析發現策略體驗模組、體驗價值、品牌形象皆分別對顧客滿意度及顧客忠誠度具有正向顯著影響，顧客滿意度對顧客忠誠度具有正向顯著影響。部分人口統計變數對策略體驗模組、體驗價值、品牌形象、顧客滿意度及顧客忠誠度具有顯著差異性。

This study utilizes the definition of strategic experiential modules, experiential value, and brand image to explore its effect on customer satisfaction and customer loyalty, respectively, for banquet service in a hotel. CHATEAU de CHINE is the hotel as an example in the study.
Quantitative study with questionnaires filled out by customers, and qualitative study through in-depth interview with major customers is made. The result demonstrates that there is relationship between strategic experiential modules and customer satisfaction, customer loyalty. Strategic experiential modules positively affect how customers are satisfied with the banquet and also enhance customer loyalty of the hotel. Experiential value has significant positive influence on customer satisfaction and customer loyalty. Experiential value, with service excellence and aesthetic factors, make the customers like the banquet of the hotel even better and are willing to recommend it to their friends.
Brand image also plays important role on customer satisfaction and loyalty. Good brand image of the hotel keeps customers satisfied with the hotel. Brand image positively affects the customer loyalty toward the hotel. Customer satisfaction also has significantly positive influence on customer loyalty. Through the in-depth interview, customized service and more interesting events held in the hotel are some things the hotel may do to attract more customers and keep them loyal to the banquet service of the hotel.

ABSTRACT ................................................................................................................... I
ACKNOWLEDGEMENTS ........................................................................................ III
TABLE OF CONTENTS ............................................................................................ IV
LIST OF TABLES ..................................................................................................... VII
LIST OF FIGURES ..................................................................................................... IX
CHAPTER ONE INTRODUCTION ............................................................................ 1
1 Research Background. ..................................................................................... 1
2 Research Motivation. ....................................................................................... 2
3 Research Objective and Contributions. ........................................................... 4
4 Research Procedure. ........................................................................................ 5
5 Introduction of Chateau de Chine. ................................................................... 5
CHAPTER TWO LITERATURE REVIEW................................................................. 7
1 Strategic Experiential Modules. ...................................................................... 7
2 Experiential Value. ........................................................................................... 9
3 Brand Image. ................................................................................................. 11
4 Customer Satisfaction. ................................................................................... 12
5 Customer Loyalty. ......................................................................................... 14
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY ...................... 16
1 The Research Model. ..................................................................................... 16
2 Construct Measurement. ................................................................................ 17
2.1 Strategic Experiential Modules. .......................................................... 17
2.2 Experiential Value. .............................................................................. 17
2.3 Brand Image. ....................................................................................... 17
2.4 Customer Satisfaction. ........................................................................ 18
2.5 Customer Loyalty. ............................................................................... 18
3 Hypotheses. ................................................................................................... 18
4 Questionnaire Design. ................................................................................... 19
5 Data Collection and Sampling. ...................................................................... 20
6. Data Analysis Procedure. .............................................................................. 21
6.1 Descriptive Statistic Analysis. ............................................................. 21
6.2 Factor Analysis and Reliability Analysis. ........................................... 21
6.3 Regression Analysis. ........................................................................... 21
6.4 T-Test and Analysis of Variable (ANOVA). .......................................... 21
CHAPTER FOUR RESEARCH RESULTS ............................................................... 23
1 Descriptive Statistic Analysis. ....................................................................... 23
1.1 Demographic Variables. ..................................................................... 23
1.2 Descriptive Analysis of the Questionnaire Items. ............................... 25
2 Factor Analysis and Reliability Analysis. ...................................................... 28
3 Correlation Analysis. ..................................................................................... 36
4 Regression Analysis. ...................................................................................... 37
4.1 Regression Analysis of Strategic Experiential Modules. .................... 37
4.2 Regression Analysis of Experiential Value. ......................................... 38
4.3 Regression Analysis of Brand Image. ................................................. 40
4.4 Regression Analysis of Customer Satisfaction on Customer Loyalty . 42
5 Analysis of Variance. ..................................................................................... 43
6 T Test. ............................................................................................................ 47
CHAPTER FIVE CONCLUSION AND SUGGESTIONS ........................................ 50
1 Finding and Conclusions. .............................................................................. 50
2 Recommendations. ........................................................................................ 55
3 Limitation and Future Directions. ................................................................. 57
REFERENCES ............................................................................................................ 58
APPENDICES ............................................................................................................. 60
Appendix 1: In-Depth Interview. ......................................................................... 60
Appendix 2: Questionnaire. ................................................................................. 63
Appendix 3: Pictures of Chateau de Chine. ......................................................... 71
                                    

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