earticle

영어

The purpose of this study is to determine the effects of hotel brand equity (perceived service quality, brand image, and brand awareness) on enterprise trust (enterprise sincerity and enterprise ability) and relation-continuing intention and also to analyze the mediating effect of enterprise trust. To carry out this study, SPSS (Ver 21.0) was used for frequency analysis, factor analysis, reliability analysis, correlation analysis, multiple linear regression analysis, and bootstrap. Four things have been determined. First, perceived service quality and brand image both have a positive influence on enterprise sincerity and enterprise ability, but brand awareness only positively impacts enterprise ability. Second, perceived service quality and brand image both have a positive influence on relation-continuing intention whereas brand awareness has no meaningful influence on relation-continuing intention. Third, enterprise sincerity and enterprise ability both have a positive influence on relation-continuing intention. Fourth, enterprise trust has a mediating effect between brand equity and relation-continuing intention. More specifically, enterprise ability has complete or partial mediating effects for each element of brand equity, that is, perceived service quality, brand image, brand awareness, and relation-continuing intention. And enterprise sincerity also has complete or partial mediating effects for perceived service quality, brand image, and relation-continuing intention whereas it has no mediating effect for brand awareness.