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首页> 外文期刊>Open Journal of Business and Management >Effect of Service Quality and Brand Image on Repurchase Intention through Word of Mouth at Budget Hotels Airy Rooms
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Effect of Service Quality and Brand Image on Repurchase Intention through Word of Mouth at Budget Hotels Airy Rooms

机译：经济型酒店通风客房服务质量和品牌形象对通过口碑回购意向的影响

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The study done aimed to analyze the factors that could affect repurchase intention. The study aimed to measure the effect of service quality, brand image, and word of mouth on repurchase intention. Furthermore, the study was also to measure the most dominant factors in affecting repurchase intention, both direct and indirect effect s . Semarang City was chosen as a representative place because it had the lowest room occupancy level among the provincial capitals in Java Island. The result of analysis shows that service quality, brand image, and word of mouth affected repurchase intention, both directly and indirectly. The most directly affecting variable was the word-of-mouth variable, while the variable that had indirect effect through the word-of-mouth variable was brand image. The contribution of all variables studied in affecting repurchase intention was 93.7 percent, it means that there were other factors affecting repurchase intention beyond the variables studied.
机译：所做的研究旨在分析可能影响回购意向的因素。该研究旨在衡量服务质量，品牌形象和口碑对回购意向的影响。此外，该研究还旨在衡量影响回购意向的最主要因素，包括直接影响和间接影响。选择三宝垄市作为代表地点，是因为它在爪哇岛的省会城市中房间入住率最低。分析结果表明，服务质量，品牌形象和口碑直接或间接影响回购意向。影响最大的变量是口碑变量，而通过口碑变量间接影响的变量是品牌形象。研究的所有变量对回购意向的贡献为93.7％，这意味着除了研究的变量以外，还有其他因素影响回购意向。

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