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Journal cover: Asian Journal on Quality

Asian Journal on Quality

ISSN: 1598-2688
This journal ceased publication in 2012

Online from: 2000

Subject Area: Managing Quality

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Customers' Behavioral Intentions in the Service Industry: An Empirical Study of Taiwan Spa Hotels


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Title:Customers' Behavioral Intentions in the Service Industry: An Empirical Study of Taiwan Spa Hotels
Author(s):Iuan-Yuan Lu, (Institute of Business Management, National Sun Yat-Sen University, No. 70, Lien-Hai Road, Kaohsiung 804, Taiwan E-mail: iylu@bm.nsysu.edu.tw), Jerry Yuwen Shiu, (Department of Marketing and Distribution Management, Tajen University, No. 20, Wei-Shin Road, Shin-Ell Tsun, Yan-Pu Hsiang, Pingtung 928, Taiwan)
Citation:Iuan-Yuan Lu, Jerry Yuwen Shiu, (2009) "Customers' Behavioral Intentions in the Service Industry: An Empirical Study of Taiwan Spa Hotels", Asian Journal on Quality, Vol. 10 Iss: 3, pp.73 - 85
Keywords:Consumer Behavior, Decision Making, Economical Deduction, Perceived Value, Spa Hotel
Article type:General review
DOI:10.1108/15982680911021205 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:This research was supported by National Science Council of the Republic of China (Taiwan) Grant NSC94-2213-E-110-016 to the first author during the years 2005-2006. Appreciation is due to Ting-syuan Lin, who was instrumental in the beginning stages of this work, and to some attendants in 6th Asian Network for Quality Congress for their comments on our early work as well.
Abstract:In this study we identified the process how consumers chose a particular hotel for spa service which was appropriate for themselves under such intensely competition among spa hotels in Taiwan, and the key factors that affected consumers' behavior or purchasing decisions. Previous studies have indicated that the creation of outstanding consumer value was for spa hotels to achieve sustainable financial and market success. A conceptual model of perceived value and six hypotheses based on previous literatures review had been developed in this study to identify the factors considered by customers while they were making the serious purchasing decisions. The conceptual model in this study provided a framework how the consumers might come up with a solution toward the process of resources allocation or the decision making. The economical deduction was adopted to provide the adequate rationality and somewhat the causality of the conceptual model, and the analysis of correlation was used to verify the hypotheses proposed. The results suggested that the service-related decision was almost in accordance with the product-related decision, but it was questionable for perceived value for money to be a significant mediator of perceived quality, price and risk and willingness-to-buy. The findings have important implications for understanding how consideration sets of service-related consumption are formed and how the recent downsizing economy affects their attitude in “leisure service consumption” toward the selection of spa hotels.



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