Investigating the Effects of Price Refund Policy on Product Perception and Repurchase Intention of International Hotel Industry with Positive Theory
Investigating the Effects of Price Refund Policy on Product Perception and Repurchase Intention of International Hotel Industry with Positive Theory

Summary/Abstract: The boom of tourism industry in Taiwan over the past years constantly enhances the demands for the relative products. Tourism has been the key development industry in Taiwan that the competition in hotel industries is fierce, where hotels not only have to appeal new customers, but most importantly, need to retain customers. Promoting customers’ Repurchase Intention therefore becomes a critical issue for hotels. Sampling the customers of Sheraton Grande Hotel in Taiwan, total 400 copies of questionnaires are distributed, and 271 effective copies are responded, with the response rate 68%. The research results conclude that: (1) Price Refund Policy would partially affect Product Perception, (2) Price Refund Policy would partially influence Repurchase Intention, (3) Product Perception reveals significantly positive effects on Repeat Purchase in Repurchase Intention, (4) Product Perception presents remarkably positive effects on Recommending to Others in Repurchase Intention, and (5) Product Perception appears notably positive effects on Loyal Customers in Repurchase Intention.

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