Applications of Service Quality Scale and Perceived Value Model to Identify Factors Affecting Consumers' Repurchase Intentions: Case of Bus Carriers
|關鍵字:||服務品質;知覺價值;再消費意願;替代品吸引力;線性結構關係;汽車客運業;Service quality;Perceived value;Repurchase intentions;Attractiveness of alternative;LISREL;Bus carriers|
研究結果顯示，本研究模式所有變數間之因果關係假設均獲得成立。其中，在市區公車與公路客運業共通結果部分，包括：1.汽車客運業旅客再消費意願，同時受到知覺價值的正向影響與替代品吸引力的負向影響 (H1與H2得到支持)。2.汽車客運業旅客知覺價值對其再消費意願的影響力高於替代品吸引力的影響力。3.汽車客運業旅客知覺價值同時受到知覺利益的正向影響與知覺成本的負向影響(H3與H4得到支持)。4. 汽車客運業旅客知覺利益對知覺價值的影響力大於知覺成本的影響力。5.汽車客運業旅客知覺服務品質對其知覺利益有正向的影響效果(H5得到支持)。6.汽車客運業旅客知覺成本會同時受到知覺非貨幣價格與知覺貨幣價格兩者的正向影響(H6與H7得到支持)。而比較市區公車與公路客運之分析結果，發現在潛在外生變數的直接與間接影響效果方面確實有些差異。
The study of consumer behavior is a popular discipline in marketing research. Issues in traveler’s rational decision-making, such as mode choice behavior, have been widely discussed in public transportation. However, there were few studies exploring factors affecting customers’ behavioral intentions from the viewpoint of experiential perspective in bus carriers. With respect to marketing research, determining what and how factors affect consumers’ behavioral intentions can explicate the rationality of a purchase. This explication should alert both managers and researchers to a number of additional strategic variables. Hence, exploring a causal model that elucidates the relationship between perceived value and behavioral intentions is important. Consumers’ repurchase intentions are mostly determined by perceived value. Perceived value is based on consumers’ evaluation of a product or service, and can be summarized as a trade-off between perceived benefits as well as perceived costs. Perceived benefits typically include functions, quality, form and brand. Among which, service quality is the most primarily considered. On the other hand, perceived costs are largely influenced by perceived non-monetary price and perceived monetary price. Although several scholars have devoted themselves to investigating the effects of perceived value on consumers’ behavioral intentions, the relationship between perceived value and repurchase intentions is still beyond comprehension and further measurements must be made and refined according to the characteristics of specific industries. This study establishes and tests the perceived value model, which is applied to identify the influence factors of the passengers’ repurchase intentions for bus carriers. In particular, service quality was measured using a multiple-items scale. Moreover, the research model in this study integrated perceived non-monetary price as a part of perceived costs, and simultaneously incorporated the attractiveness of alternative as an exogenous variable of repurchase intentions. This study first discusses the concepts and definitions of the latent variables and proposes a theoretical model. The data was collected via a questionnaire survey from the aspects of city bus and intercity bus. Before applying path analysis to test these two models, the service quality scale was developed according to a three-stage procedure designed by the researcher. Then, the method of linear structural relations (LISREL) was employed to confirm the fitness of the research model and the cause-effect relationships among the variables. The results indicate that all testable hypotheses are supported by statistical significant. First, passenger perceived value was positively and directly related to repurchase intentions. Meanwhile, choices on various modes also disturbed repurchase intentions. Second, the effect of perceived value on passengers’ repurchase intentions was higher than the attractiveness of alternative modes. Third, perceived benefits are positively related to perceived value while perceived costs are negatively to that one. Fourth, the effects of perceived benefits and perceived costs on perceived value were quite the same in bus carriers. Fifth, service quality had positive effect on perceived benefits. Finally, PNMP and PMP were positively related to perceived costs. Besides, the model of city bus showed some different results from the model of intercity bus in this research. Finally, this study discussed managerial implications according to the research results, and offered some suggestions for future studies.