Title: The role of service value and switching barriers in an integrated model of behavioural intentions
Authors: Lu, Tim
Tu, Rungting
Jen, William
運輸與物流管理系 註:原交通所+運管所
Department of Transportation and Logistics Management
Keywords: service quality;service value;satisfaction;switching barriers;behavioural intentions
Issue Date: 2011
Abstract: There are many ways to increase consumers' purchase intentions, and most studies explore this issue by adopting the 'quality-satisfaction-behavioural intentions' paradigm. However, this approach may overlook a few important factors including customer sacrifice, perceived value, and switching barriers. This study proposes an integrated model that incorporates the service value and switching barriers perspectives to further examine the formation of behavioural intentions. Specifically, our research model synthesises two key determinants of service values (service sacrifice and service quality) and the two main switching barriers (switching cost and alternative attractiveness). Furthermore, because previous studies on the links among these constructs are rather divergent and fragmented, we build structural causal relationships among these factors to explain consumers' decision processes. Several competing theories are also presented and compared to this new research model. The results, as hypothesised, suggest that service value is the most effective predictor of satisfaction and customers' behavioural intentions; the findings also support previous research indicating that cognitive evaluations precede emotional responses. We highlight the delivery of service value as a strategic imperative and stress the research stream of service value measurement.
URI: http://hdl.handle.net/11536/15407
ISSN: 1478-3363
DOI: 10.1080/14783363.2011.614867
Volume: 22
Issue: 10
Begin Page: 1071
End Page: 1089
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