Customer Equity Models for Mainland China and Taiwan's Economy Hotels |
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| Authors: | Chyong-Ru Liu Li-Fang Ge Ming-Long Kuo Cheng-Hsiung Tsui |
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| Institution: | 1. Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education, Changhua City, Taiwan;2. Shanghai Institute of Foreign Trade Tourism and Event Management School, Shanghai City, People's Republic of China;3. Department of Tourism and Hospitality, Taipei Chengshih University of Science and Technology, Taipei City, Taiwan;4. Eastern Villa, Taoyuan County, Taiwan |
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| Abstract: | The economy hotel industry in Mainland China has grown rapidly in the last 20 years. At the same time, Taiwan has aggressively marketed development for the last five years. This work develops a customer equity model for economy hotels and compares model differences for Mainland China and Taiwan. In total, 297 completed questionnaires were collected in Mainland China and 318 in Taiwan. Model testing was conducted through structural equation modeling (SEM). Analytical results reveal that travelers focused more on relationship equity and brand equity in Mainland China, while travelers in Taiwan focused on value equity and brand equity, and that strengthening these will strengthen customer equity. Finally, implications and suggestions for future research are discussed. |
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| Keywords: | customer equity value equity brand equity relationship equity economy hotel |
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