社會變遷與現代環境的改變下，觀光休閒產業逐漸成為台灣的重要產業，此情勢對國際飯店產生直接影響，品牌是國際飯店最具價值的資產，要建立具有競爭力的品牌就必須具備鮮明且差異化優勢。使員工產生正向品牌態度與品牌行為，藉由員工對品牌文化的認同對品牌產生承諾進而展現品牌公民行為。提供服務的當下影響顧客感受促使顧客再度消費意願提昇，影響顧客忠誠度使顧客展現公民行為幫助其他顧客。過去的文獻中鮮少探討品牌文化、品牌承諾、品牌公民行為、顧客忠誠度與顧客公民行為之間的關係，顯示此為重要的研究缺口。然而單一層次研究會造成 CMV 偏誤，因此本研究以跨層次的分析方法(HLM)，本研究據此探討各研究變項之間的關係。
本研究以國際觀光旅館為研究對象，針對主管、第一線員工與顧客發放問卷，以了解不同層次之對象的想法，本研究採用跨層次分析方法(Hierarchical Linear Modeling) 驗證品牌文化、品牌承諾、品牌公民行為、顧客忠誠度與顧客公民行為之跨層次關係。本次研究針對23家國際關關旅館發放問卷，主管有效問卷為172份、第一線員工有效問卷為323份、顧客問卷256份。分析結果發現︰1.品牌文化正向影響品牌承諾；2.品牌文化正向影響品牌公民行為；3.品牌承諾正向影響品牌公民行為4. 品牌公民行為正向影響顧客忠誠度；5.品牌承諾在品牌文化與品牌公民行為之間具中介效果；6.顧客忠誠度正向影響顧客公民行為。

With changes of social context and modern environment, the leisure industry has gradually become one of critical industries in Taiwan. This situation has a direct impact on the international tourist hotels. The brand is the most valuable asset in international tourist hotels. To establish a competitive brand, it must create distinctive and differential advantages. The brand can make employees produce positive brand attitude and exhibit positive brand behaviors. With positive brand cognition, front-line employees will show brand citizenship behavior. The current service delivery affects customer perception and encourages customers to come back again or produce customer loyalty. Furthermore, the great service will enhance the customer loyalty and make customers exhibit citizenship behavior to help other customers. However, in the past literature, researches rarely explored the relationship between the branding culture, brand commitment, brand citizenship behavior, customer loyalty and customer citizenship behavior, indicating the important research gap. Therefore, this study investigates the relationships among these research variables.
This study collected data from managers, front-line employees and customers of International tourist hotels in order to understand multilevel perspectives and phenomenon. This study utilized Hierarchical Linear Modeling to investigate the multilevel relationships among branding culture, brand commitment, brand citizenship behavior, customer loyalty and customer citizenship behavior. We obtained the valid sample from 23 hotels, including 172 managers, 323 front-line employees 323, and 256 customers. The analytical results include: 1. branding culture affects brand commitment positively; 2.branding culture affects brand citizenship behavior positively; 3.brand commitment affects brand citizenship behavior positively;4. brand citizenship behavior affects customer loyalty positively;5.brand commitment mediates the relationship between branding culture and brand citizenship behavior.6; customer loyalty affects customer citizenship behavior positively.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 品牌文化 6
一、組織文化之定義 6
二、組織文化之類型 9
三、市場導向 10
四、公司品牌文化 15
第二節 品牌承諾 20
一、組織承諾之定義 20
二、組織承諾之類型 22
三、品牌承諾之定義 23
第三節 品牌公民行為 26
一、組織公民行為 26
二、品牌公民行為 28
第四節 顧客忠誠度 31
一、顧客忠誠度之定義 31
二、顧客忠誠度衡量構面 32
第五節 顧客公民行為 34
一、顧客公民行為 34
第六節 研究假說發展 36
一、品牌文化與品牌承諾之間的關係 36
二、品牌文化與品牌公民行為之間的關係 36
三、品牌承諾與品牌公民行為之間的關係 37
四、品牌公民行為與顧客忠誠度之間的關係 38
五、品牌文化、品牌承諾與品牌公民行為之間的關係 38
六、顧客忠誠度與顧客公民行為之間的關係 40
第三章 研究方法 41
第一節 研究架構 41
第二節 研究對象 41
第三節 資料蒐集 42
第四節 研究變項的操作型定義與測量工具 42
一、品牌文化 42
二、品牌承諾 44
三、品牌公民行為 45
四、顧客忠誠度 46
五、顧客公民行為 46
第五節 資料分析方法 47
一、敘述性統計 47
二、皮爾森相關分析 47
三、信度分析 48
四、效度分析 48
五、跨層次分析 48
第六節 衡量模式分析結果 49
一、區別效度 49
二、聚合效度 49
第四章 研究結果 53
第一節 樣本敘述性統計分析 53
第二節 研究變項的相關分析 57
第三節 虛無模式 58
第四節 跨層次分析 59
第五節 跨層次中介效果 63
第五章 結論與建議 64
第一節 假說成立表 64
第二節 管理意涵 66
第三節 研究限制與未來展望研究方向 68
參考文獻 69
附錄 80


 
表 次
表2-1 組織文化之定義 7
表2-2 市場導向之定義 11
表2-3 市場導向之相關研究 15
表2-4 公司品牌文化之相關研究表 18
表2-5 組織承諾之定義 21
表2-6 組織公民行為之定義 27
表2-7 顧客忠誠度之定義 31
表2-8 顧客忠誠度之衡量 33
表2-9 員工與顧客行為比較表 35
表3-1 品牌文化量表 43
表3-2 品牌承諾量表 44
表3-3 品牌公民行為衡量題項 45
表3-4 顧客忠誠度衡量題項 46
表3-5 顧客公民行為衡量題項 47
表3-6 聚合方程式 48
表3-7 Φ值、標準誤與T值 49
表3-8 標準化後λ值與T值 50
表4-1 受訪主管之基本屬性表 53
表4-2 受訪員工之基本屬性表 54
表4-3 受訪顧客之基本屬性表 56
表4-4 相關分析 57
表4-5 虛無模式 58
表4-6 各變項的ICC1與ICC2 58
表4-7 主管與員工跨層次分析 59
表4-8 品牌文化構面之跨層次分析 60
表4-9 員工與顧客跨層次分析 62
表5-1 研究假說成立表 64


















圖 次
圖1-1 研究流程 5
圖2-1 文化三層級模式 7
圖2-2 市場導向架構圖 13
圖2-3 市場文化導向之架構 14
圖2-4 微笑曲線 17
圖2-5 內部品牌管理 24
圖2-6 員工品牌承諾金字塔 25
圖2-7 組織公民行為與品牌公民行為之關係圖示 29
圖2-8 品牌文化與組織文化 30
圖3-1 研究架構圖 41
圖3-2 衡量模式之λ 數值 51
圖3-3 衡量模式之T 數值 52

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