The influence of multiple types of service convenience on behavioral intentions: The mediating role of consumer satisfaction in a Taiwanese leisure setting |
Abstract:
Service organizations are looking for ways to better deliver consumer value and to increase consumers’ purchase intentions. Organizations can differentiate themselves by making their services easier to con- sume, that is, more convenient. Service convenience is complex and is comprised of five convenience types, namely, decision, access, transaction, benefit, and post-benefit. Research into service convenience has examined how these types of convenience affect consumers’ experiences and intentions, but limited research has studied it within a leisure setting. With data collected from a sample of 443 Taiwanese, this research uses mediated regression to examine the influence of the five types of convenience on con- sumers’ behavioral intentions, and the mediating role satisfaction plays in the relationship. The findings indicate that only benefit and post-benefit convenience are associated with improved behavioral inten- tions and that satisfaction partially mediates the relationship for those two types of convenience. The implications for theory and practice are discussed
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Keywords: |
Convenience Services marketing Satisfaction Behavioral intentions Mediated regression Taiwan Health clubs |
Author(s): |
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Source: |
International Journal of Hospitality Management 31 (2012) 107–118 |
Subject: |
بازاریابی |
Category: |
مقاله مجله |
Release Date: |
2012 |
No of Pages: |
12 |
Price(Tomans): |
0 |
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