In recent decades, research of branding is becoming extremely valued in both academic and business fields. Brand can be recognized as company's trademark, as well as presenting company and its products for unique identification. Furthermore, brand can be treated as commitment of product/service quality from company; and customers can then gain trust with. In terms, brands can formate into differentiation advantages. Thus, this study aim to explore the inter-relationship among three services dimensions by taking Far Glory Hotel as research subject.
In this study, research questionnaires were conducted on-site at Far Glory Hotel. A total of 450 questionnaires were demonstrated, and 412 survey questionnaires were collected. With 27 invalid questionnaires, the actual valid reponse rate of this research is 86%. There are three major findings of this study: (1) customers’ purchase intention significantly impact by price reduction and product value-adding; (2) customers’ perceived brand images significantly ralated to price reduction and product valued-adding; and (3) customers’ pruchase intention show significant differences among brand functional dimension, brand symbolic dimension, and brand experiential dimension. Oversll speaking, this study proposed hotel industry and service operators with practical recommendations of product marketing strategies and brand image management.
Keyword: Price promotions, brand image, Purchase intention, Service performance, Resort Hotel
