Study On The Relationship Between Entrepreneurial Hotel Chain Brand Image And Customer Value

With economic development, more and more fierce the market competition is. In recent years, the issues of entrepreneurial firms in the new period of economic development are concerned by Chinese researchers and foreign researchers. For the hospitality industry, especially for the entrepreneurial chain hotel which is different from the single hotel, how to develop in such a fierce competition market becomes a hot issue under the complexed background just like the weakness in the global economy, the rapid development of tourism and personalized and diversified consumption patterns.Brand equity is a very important intangible assets, can foster long-term customer purchasing behavior. Brand image as an important dimension of brand equity, plays an important role in the fierce and dynamics competition in the market, and brand strategy in the firm strategy takes more and more attention. In the new period of economic development, especially the new period of hotel service industry, entrepreneurial hotel chain faces lots kind of challenges just like cost, policy and so on. The strategic stage of the entrepreneurial hotel chain has developed from the price competition stage and the expansion stage to the brand competition stage now, and the entrepreneurial hotel chain’s brand strategy has become a new hot spot.At present, the study of entrepreneurial firms is mainly in the field of firm growth and innovation, and mostly about business-oriented research based around firm performance, firm growth path, entrepreneurs. However the empirical research of brand equity is not a lot, and with different purpose, the content of the research results also vary. Therefore, the study of brand equity, especially the research of customer based brand equity, has certain practical and theoretical significance. This paper which is based on social cognitive theory in psychology and from the perspection of customer based brand equity (CBBE), explores the mechansim between brand image and customer value in the specific situation of entrepreneurial chain hotel. Based on chinese and foreign relevant literature, adopt the methods linking up theory with practice which is qualitative and quantitative, to conduct an empirical study. First of all, this paper defines the concept of entrepreneurial hotel chains, customer based brand equity, brand image, customer value, perceived quality, perceived price and other related concepts. Secondly, on the basis of summing up the previous related research, this paper puts forward for the measurements and scales of brand image, customer value, perceived quality and perceived price. Third, forming a questionnaire survey, doing sampling investigation, and received a total of 520 copies of effective questionnaires. And then doing the certain statistics analysis of the sample data. Through the hierarchical regression analysis of the data, we found that brand image has significant positive effect on perceived quality and customer, value, perceived quality moderate the relationship between brand image and customer value, perceived price will weaken the positive relationship between perceived quality and customer value. Finally, on the basis of empirical analysis, this paper describes the results of research, theoretical and practical significance of this research, limitations and the future research.