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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
Authors:Yi-Wei Chang  Michael Jay Polonsky
Institution:a Department of Tourism & Hospitality, China University of Science and Technology, Taiwan
b School of Management and Marketing, Deakin University, Burwood 3125 VIC, Australia
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 consume, 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 consumers’ 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 intentions 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
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