|標題:||The Interaction between Service Employees and Customers toward the Increase of Purchase Intention: An Evidence from Service Industry|
Lin, Grace T. R.
Institute of Management of Technology
|關鍵字:||Customer-oriented Behavior;Customer Trust;Perceived Performance Risk;Purchase Intention;Moderated Mediation|
|摘要:||The purpose of this study is to explore the managerial question of how travel agents may interact with customers toward the increase of purchase intention of tour packages within a perceived performance risk context. This empirical study utilizes moderated mediation techniques for data analysis. The findings indicate that the consumer perceived performance risk influences the mediated relationship between travel agent customer-oriented behavior and purchase intention via customer trust. The implications indicate that travel companies in a service sector of high perceived performance risk may benefit from incorporating travel agents acting in customer-oriented behaviors in order to increase customer confidence and trust in purchase decision making.|
|期刊:||JOURNAL OF SCIENTIFIC & INDUSTRIAL RESEARCH|
|Appears in Collections:||Articles|