本研究旨在探討飯店之顧客體驗、體驗價值與品牌權益影響關係之研究，以劍湖山王子大飯店之顧客為研究對象，運用描述性統計來瞭解樣本結構與各構面情形，並透過因素分析來建構研究構面的操作性衡量構面，運用線性結構模式(LISREL)來驗證各研究構面的影響關係。問卷共計發放320份問卷，回收有效問卷為300份，有效回收率為93.75%。 研究結果顯示如下：1.在顧客體驗方面，關聯體驗對顧客體驗的貢獻最大，其最能夠反映顧客體驗。2.在體驗價值方面，愉悅價值、休閒價值對顧客體驗價值的貢獻最大，其最能夠反映體驗價值。3.在品牌權益方面，知覺品質對顧客品牌權益的貢獻最大，其最能夠反映品牌權益。4.顧客體驗對體驗價值是有顯著的正向影響。5.體驗價值對品牌權益間存在顯著的正向影響。6.以體驗價值為中介變數，顧客體驗對品牌權益之影響效果較大。7.顧客體驗透過體驗價值影響忠誠度。 The purpose of this study is to explore customer experience, experiential value and brand equity. The questionnaire is adopted as the research method in Janfusun Prince Hotel. The data is analyzed by descriptive analysis, and factor analysis is used to develop the theoretical model of this study. Then the LISREL model is used to measure the relationships between the constructs. The data collected from those 320 questionnaires, and 300 samples are valid with an applicable rate of 93.75%. The major findings of this research are as follows: 1.The customer experience, relate experience can most reflect the customer experience. 2.In experiential value, joyful value and leisure experience can most reflect the experiential value. 3.In brand equity, perceived quality can most reflect the brand equity. 4.The results of this show that, the customer experience has a direct positive impact on the experiential value significantly. 5.The experiential value has a direct positive impact on brand equity significantly. 6.Using the experiential value as a mediate role, customer experience has a significant direct positive impact on brand equity. 7.Using the experiential value as the mediate role, customer experience has a significant direct positive impact on loyalty.
