近年来，随着旅游经济的快速发展，我国酒店数量持续增加，而大量的国际顶级品 牌酒店也纷纷在我国投资布局，国内市场上酒店的总体供需情况表现为供过于求，竞争 极为严峻。然而面对同质化的市场竞争和快速变化的市场环境，创建强大的品牌，明确 顾客重购意愿的影响机制，业已成为各酒店企业抢夺客源市场，进而提升经济效益的关 键。对于酒店企业而言，其经济效益的最终来源是企业的内部资源员工，而员工是酒店 品牌不可分割的组成部分，因此品牌内化对顾客重购意愿的影响是值得探究和思考的。 本研究以酒店企业为研究对象，在合理界定品牌内化、顾客满意度和顾客重购意愿 的概念的基础上，以内部营销理论、服务利润链理论、期望不一致理论以及行为意向理 论为指导，基于对品牌内化、顾客满意度以及顾客重购意愿两两之间逻辑关系的相关文 献的归纳和整理，提出相应的研究假设，尝试构建品牌内化、顾客满意度和顾客重购意 愿的概念模型。基于前人相关研究的成熟量表，结合酒店企业的特点和预调研结果，确 定本研究的正式调查问卷。运用SPSS23.0和AMOS24.0分析基于问卷调查获取的样本数 据，实证检验本研究提出的研究假设和概念模型。研究结论如下：①品牌知识、品牌承 诺、品牌热情、助人行为以及发展意愿对顾客满意度均有显著的正向影响；②品牌知识、 品牌承诺、品牌热情、助人行为以及发展意愿在顾客满意度的中介作用下，对顾客重购 意愿有间接影响；③顾客满意度对顾客重购意愿有显著的正向影响；④顾客满意度在品 牌知识、品牌承诺、品牌热情、助人行为、发展意愿与顾客重购意愿之间属于完全中介 作用。 结合实证研究的分析结果，本研究为酒店企业如何提高顾客重购意愿，促进其持续 发展提出以下几点建议：重视企业品牌内化，提升服务水平；实施顾客满意战略，加强 关系管理；关注顾客重购意愿，发展忠实顾客。 关键词：酒店企业；品牌内化；顾客满意度；顾客重购意愿 II Abstract Inrecentyears,thenumberofhotelsinChinacontinuestoincreasewiththerapid developmentoftourismeconomy.Alargenumberoftopinternationalbrandhotelshavealso investedinChina.Theoverallsupplyanddemandsituationofhotelsinthedomesticmarket ischaracterizedbyoversupplyandthecompetitionisextremelysevere.However,creatinga strongbrandandclarifyingtheinfluencemechanismofcustomerrepurchaseintentionhave becomethekeyforhotelenterprisestograbforthesourcemarketandfurtherimprove economicefficiencyinthefaceofthehomogeneousmarketcompetitionandtherapidly changingmarketenvironment.Forahotelenterprise,theultimatesourceofitseconomic benefitsistheenterprise’sinternalresourceemployeesandemployeesareanintegralpartof thehotelbrand.Therefore,theimpactofbrandinternalizationoncustomerrepurchase intentionisworthexploringandthinkingabout. Basedontheconceptsofreasonabledefinitionofbrandinternalization,customer satisfactionandcustomerrepurchaseintention,thisstudytookhotelenterprisesasthe researchobjectandwasguidedbyinternalmarketingtheory,serviceprofitchaintheory, expectationinconsistencytheoryandbehaviorintentiontheory.Basedonthesummaryand collationofrelevantliteratureonthelogicalrelationshipsbetweenbrandinternalization, customersatisfactionandcustomerrepurchaseintention,thisstudyproposedcorresponding researchhypotheses.Thenthisstudytriedtobuildaconceptualmodelofbrandinternalization, customersatisfactionandcustomerrepurchaseintention.Basedonthematurescalesof previousrelevantresearches,theformalquestionnaireofthisstudywasdeterminedby combiningthecharacteristicsofhotelenterprisesandtheresultsofpreliminarysurvey.The sampledatawasobtainedbyquestionnairesurvey.AndUseSPSS23.0andAMOS24.0to analyzethesampledataandempiricallytesttheresearchhypothesesandtheconceptual modelproposedinthisstudy.Theconclusionsofthestudywereasfollows:①Brand knowledge,brandcommitment,brandenthusiasm,helpingbehavioranddevelopment willingnesshadasignificantpositiveeffectoncustomersatisfaction;②Brandknowledge, brandcommitment,brandenthusiasm,helpingbehavior,anddevelopmentwillingnesshadan indirecteffectoncustomerrepurchaseintentionunderthemediatingroleofcustomer satisfaction;③Customersatisfactionhadasignificantpositiveeffectoncustomerrepurchase intention;④Customersatisfactionwasacompletemediatorbetweenbrandknowledge,brand commitment,brandenthusiasm,helpingbehavior,developmentwillingnessandcustomer III repurchaseintention. Accordingtotheanalysisresultsoftheempiricalstudy,thisstudyputforwardthe followingsuggestionsforhotelenterprisesonhowtoimprovecustomerrepurchaseintention andpromotethesustainabledevelopment:payattentiontobrandinternalizationandimprove servicequality;implementcustomersatisfactionstrategyandstrengthenrelationship management;payattentiontocustomerrepurchaseintentionanddeveloployalcustomers. Keywords:HotelEnterprise;Brandinternalization;Customersatisfaction;Customer repurchaseintention IV 目录 第1章绪论................................................................................................................1 1.1选题背景..........................................................................................................1 1.1.1国内旅游业处于黄金发展时期...............................................................1 1.1.2品牌内化是酒店企业品牌化成功的关键...............................................1 1.1.3重购率的提高是酒店企业可持续发展的保障.......................................1 1.2研究意义..........................................................................................................2 1.2.1理论意义...................................................................................................2 1.2.2现实意义...................................................................................................2 1.3研究综述..........................................................................................................2 1.3.1品牌内化研究综述...................................................................................2 1.3.2顾客满意度研究综述...............................................................................5 1.3.3顾客重购意愿研究综述...........................................................................7 1.3.4研究述评...................................................................................................9 1.4研究目标与内容..............................................................................................9 1.4.1研究目标...................................................................................................9 1.4.2研究内容.................................................................................................10 1.5研究思路与方法............................................................................................10 1.5.1研究思路.................................................................................................10 1.5.2研究方法.................................................................................................12 1.6创新之处........................................................................................................12 第2章概念界定与理论基础..................................................................................13 2.1概念界定........................................................................................................13 2.1.1品牌内化.................................................................................................13 2.1.2顾客满意度.............................................................................................13 2.1.3顾客重购意愿.........................................................................................14 2.2理论基础........................................................................................................14 2.2.1内部营销理论.........................................................................................14 2.2.2服务利润链理论.....................................................................................14 2.2.3期望不一致理论.....................................................................................15 2.2.4行为意向理论.........................................................................................15 第3章研究假设与概念模型..................................................................................17 V 3.1变量定义与测量............................................................................................17 3.1.1品牌内化.....