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研究生:許燕翎
研究生(外文):JutanunSermchitpakdee
論文名稱:Customer Orientation and Revisit Intention in Service Encounters: Mediating Role of Perceived Value and Moderating Role of Physical Attractiveness
論文名稱(外文):Customer Orientation and Revisit Intention in Service Encounters: Mediating Role of Perceived Value and Moderating Role of Physical Attractiveness
指導教授:林豪傑林豪傑引用關係
指導教授(外文):Hao-Chieh Lin
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際經營管理研究所碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:84
外文關鍵詞:Customer orientationService encounterAttitudeCustomer satisfactionPerceived valueIntention to revisitPhysical attractivenessThailandRestaurant
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This research applied the Attitude-Perception-Behavior perspective to examine how customers’ attitude toward customer orientation in dining encounters affect their perceived value, and then subsequent revisit intention. The moderating role of employees’ physical attractiveness on customers’ attitude toward customer orientation and their perceived value were explored as well.
Research results based on a sample of 396 customers collected from more than 100 fine restaurants in Thailand supports all of our propositions. Specifically, customer orientation in service encounter positively affects customers’ perceived value which in turn advance their intention to revisit. Moreover, employees’ physical attractiveness plays a positive moderating effect. This study contributes to the customer service literature by an integrated consideration of customers’ attitude, perception, and behavioral intention in real service contexts. Research implications and future directions are discussed as well.
TABLE OF CONTENTSABSTRACT...................... I!
ACKNOWLEDGEMENTS............................. II!
TABLE OF CONTENTS....................................IV!
LIST OF TABLES..............................VIII!
LIST OF FIGURES ..........................IX!
CHAPTER ONE INTRODUCTION....................1!
1.1! Research Background. ...............................1! 1.2! Research Motivation and Contribution. ...........5! 1.3! Research Objectives and Questions. ...........8!
1.4! Research Structure. ...............................9!
CHAPTER TWO LITERATURE REVIEW .........11!
2.1 Theoretical Background: Attitude-Perception-Behavior Theory........11!
2.2 Definitions for Relevant Research Variables.....12!
2.2.1 Customer Orientation in Service Encounter. ...............12!
2.2.2 Outcomes of Customer Orientation.............14!
2.2.3 Customer Perceived Value. .............16!
2.2.4 Intention to Revisit................17!
2.2.5 Physical Attractiveness.................18!
2.3 Developments of Research Hypotheses.............19! 2.3.1 Relationships between Customer Orientation in Service Encounter and
Outcomes of Customer Orientation. ..............19!
2.3.2 Relationships between Customer Orientation in Service encounter and Customer Perceived Value....................20!
2.3.3 Relationships between Outcomes of Customer Orientation and Intention to Revisit. ...........................21!
2.3.4 Relationships between Outcomes of Customer Orientation and Customer Perceived Value..................22!
2.3.5 Relationships between Customer Perceived Value and Intention to Revisit......................................23!
2.3.6 Physical Attractiveness as a Moderator...............24!
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY ......................26!
3.1 Research Model....................................26! 3.2 Description of Sample...........................................27!
3.3 Summary of Hypotheses. .............................30! 3.4 Measures and Definition of Variables. ..............30! 3.4.1 Customer Orientation in Service Encounter. ...................31!
3.4.2 Outcomes of Customer Orientation.............33!
3.4.3 Customer Perceived Value. .............35!
3.4.4 Intention to Revisit.................................37!
3.4.5 Physical Attractiveness...............................38!
3.5 Control Variables. ...............................................38!
3.5.1 Age.....................................................38! 3.5.2 Gender. ...........................39!
3.5.3 Marital Status. ...............................39! 3.5.4 Personal Income.....................39!
3.5.5 Occupation. ....................39!
3.5.6 Education Level....................................40! 3.5.7 Restaurant Type....................40!
3.5.8 Dining Party. ..............40!
3.5.9 Foods, Atmosphere and Service Quality. .........40!
3.5.10 Purpose of Dining. ............................41!
3.6 Method of Analysis........................41!
3.6.1 Descriptive Statistics. ...............41!
3.6.2 Pearson Correlation Analysis. .........41!
3.6.3 Confirmatory Factor Analysis (CFA).............42! 3.6.4 Structure Equation Model Analysis (SEM). ...42!
3.6.5 Moderated Hierarchical Regression Analyses.......43!
3.6.6 Common Method Variance...................43!
CHAPTER FOUR RESEARCH RESULTS ............45!
4.1 Assessing Full Measurement Model..............45!
4.2 Mean, Standard Deviation, and Pearson Correlation....49!
4.3 Common Method Variance.............................50! 4.4 Structural Equation Model (SEM). ...................53! 4.5 Hierarchical Multiple Regression. ..................57!
CHAPTER FIVE CONCLUSION AND SUGGESTIONS..................59! 5.1 Discussions and Conclusion........59!
5.1.1 Theoretical Implications...........................59! 5.1.2 Managerial Implication............................62! 5.2 Limitations and Future Discussion. .......63! REFERENCE.......................65!
APPENDICES .........................................71!
Appendix 1: Original Structural Equation Model...........71! Appendix 2: Original Structural Equation Model Results...72!
Appendix 3: Mean and Standard Deviation.............73! Appendix 4: Test Foods, Atmosphere, and Service Quality (FASQ) as a
moderator ............75!
Appendix 5: Questionnaire (English) ..........76!
Appendix 6: Questionnaire (Thai) ................81!
LIST OF TABLES
Table 3-1 Characteristics of Respondents (N=396) ....................................................29! Table 3-2 Definitions of Variables............................................31! Table 3-3 Confirmatory Factor Analysis Result for Customer Orientation in Service
Encounter .......................... 32!
Table 3-4 Confirmatory Factor Analysis Result for Outcomes of Customer
Orientation in Service Encounter .......................34! Table 3-5 Confirmatory Factor Analysis Result for Customer Perceived Value ........36! Table 3-6 Confirmatory Factor Analysis Result for Intention to Revisit..........37!
Table 4-1 Confirmatory Factor Analysis Results of Full Measurement Model...........46!
Table 4-2 Validity and Reliability Result.............49!
Table 4-3 Pearson Correlation Coefficient Result ......................................................52! Table 4-4 Structural Equation Model Results .........55!
Table 4-5 Mediating Effect Result ..........56!
Table 4-6 Hierarchical Regression Analysis Result – (Moderating Effect: Dependent
Variable = Customer Perceived Value)............57!
Table 5-1 Hypotheses Overall Results (Revised Model)..............................................60!
LIST OF FIGURES
Figure 3-1. Conceptual model .................26!
Figure 4-1. Structural equation model of this study ....................................................54! Figure 4-2. Two-way interaction between customer orientation in service encounter
and customer perceived value..........58!
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