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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

Keywords: Convenience Services marketing Satisfaction Behavioral intentions Mediated regression Taiwan Health clubs
Author(s): .
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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