Customer Behavioral Intentions Research Articles

항공사 기내와인 서비스품질이 고객가치 및 행동의도에 미치는 영향

This study intends to derive a differentiated in-flight wine service strategy and countermeasures from the practical aspect of the aviation industry after COVID-19. The hypothesis was tested by examining the reliability and validity of the research model based on 317 samples for empirical research analysis regarding the effect of airline in-flight wine service quality on customer value and behavioral intentions. The analysis results are summarized as follows. First, among the service quality of in-flight wine, all three variables(tangibility, assurance and responsiveness) showed significant positive(+) effect on customer value, and assurance, tangibility and responsiveness were found to have a strong influence on customer value in that order. Second, customer value was found to have a significant positive(+) effect on behavioral intention. Both theoretical and industrial implications are suggested.

TAM Approach: Effect of Security on Customer Behavioral Intentions to Use Mobile Banking

As the use of mobile banking continues to grow, attention must be paid to the security of financial transactions. The purpose of this study is to investigate the impact of security levels on the intent of users of mobile banking. This study uses the widely used Technology Acceptance Model (TAM) to investigate user acceptance of information technology. By distributing an online survey, we used mobile banking to collect data from 100 respondents. The data analysis was processed using a SmartPLS application with structural equation modeling (SEM) methods. The results of this analysis show that the security of mobile banking has a significant positive impact on the perceived usefulness of mobile banking. However, security is not the main reason users use mobile banking. This means that customers will continue to use mobile banking, regardless of security. In addition, security does not significantly affect the ease of use of mobile banking. The study also found that the benefits of mobile banking have a significant impact on user intent. The ease of use of mobile banking also has a significant impact on the perceived benefits

Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective

Building on the linguistic landscape theory and literature on customers' experience with restaurants' authenticity and status, this study investigates whether restaurants' outdoor signs influence customers' perceptions and behavioral intentions. Using an experimental design comprising two studies, supported by data collected from Chinese consumers, we test how display characters and text flow may jointly impact on customers' perceptions of the status and authenticity of ethnic (Japanese and Taiwanese) restaurants, thus influencing their visiting intentions and willingness to pay. We find that display characters influence Chinese customers' perceptions of authenticity and status in both Japanese and Taiwanese restaurants in Mainland China. There is an interaction effect between display characters and text flow on customers' perception of authenticity and status in Japanese restaurants in Mainland China. This study applies the linguistic landscape theory to a restaurant context and examines how such features may influence customers’ perceptions and decisions. The findings have important practical implications on managing customer experiences and perceptions via effective restaurant sign designs.

The Impact of Digital Menus on Customer Behavioral Intentions in Casual Dining Restaurants: Mediating Role of Customer Satisfaction

The Impact of Digital Menus on Customer Behavioral Intentions in Casual Dining Restaurants: Mediating Role of Customer Satisfaction

Effects of robot restaurants’ food quality, service quality and high-tech atmosphere perception on customers’ behavioral intentions

机器人餐厅的食品质量、服务质量和高科技氛围感知对顾客行为意图的影响研究目的机器人厨师和机器人服务员已经出现在餐饮业。基于好奇心理论和刺激-有机体-反应模型, 本研究旨在了解机器人餐厅属性对顾客购买前行为意向的影响。研究设计/方法/路径基于来自中国289名本科生、研究生和非学生的研究数据, 通过偏最小二乘法对理论模型进行了检验。研究发现食品质量感知直接影响常客意愿, 但对体验意愿没有显着影响。服务质量感知和高科技氛围感知通过对机器人餐厅的兴趣作为中介变量正向影响体验意愿和常客意愿。研究原创性与以往专注于人类员工餐厅的研究不同, 本研究首次系统地研究了机器人餐厅属性对顾客行为意图的影响, 并发现这些属性在影响顾客行为意图方面具有其独特性。关键词机器人餐厅, 体验意向, 惠顾意向, 食物品质, 服务质量, 氛围文章类型研究型论文

중국 모바일 호텔예약 애플리케이션 서비스품질이 고객만족 및 행동의도에 미치는 영향

Since the demand expansion of hotel reservations through mobile applications plays a role as an important marketing channel in the Chinese hotel industry, it is judged that an in-depth and continuous research on mobile applications related to hotel reservations is necessary. In this study, the effect of mobile hotel reservation application service quality on customer satisfaction was examined. In the empirical analysis, it was targeted at people who had experience making hotel reservations through Chinese mobile applications. The collected data were subjected to frequency analysis, factor analysis, reliability analysis, and multiple regression analysis using SPSS Statistics 23.0. As a result, functional quality, information quality, and economic quality had a significant influence on customer satisfaction and behavioral intention. Through this result, it provides basic guidelines for ways and directions to improve service quality in the development of mobile hotel reservation applications in China in the future.

The Impact of Hotel Customer Engagement and Service Evaluation on Customer Behavior Intention: The Mediating Effect of Brand Trust.

Because of the COVID-19, the tourism industry has been greatly affected, especially the occupancy rate of hotel companies. This study analyzes the effects of customer engagement and service evaluation on brand trust and customer behavioral intention based on 437 valid questionnaires from Chinese economy hotel companies using SPSS and AMOS. The components of customer engagement are subdivided into five dimensions: identification, enthusiasm, attention, absorption and interaction, and the impact of these five dimensions on brand trust in the COVID- 19 is investigated. Finally, it verifies the influence of trust on customers’ word-of-mouth (WOM) intention and customers’ reuse intention. The results of this study not only enrich the research on customer engagement and service evaluation in marketing circles but also give some advice to hotel companies in the COVID-19 customer engagement and service evaluation that can enhance the trust of enterprises and promote the behavior intention of customers, which has certain practical reference value.

Effects of Parent Brand Equity on Perceived Fit and Customer Behavior of Extended Brand-Focused on MICE Destination.

This study aims to examine the relationship among tourism destination brand equity (as parent brand), perceived fit, and customer behavior intention toward the extended MICE destination brand. It also identifies the moderating effect of place attachment between brand equity and customer behavior by adopting the brand extension concept in tourism and MICE destinations. The analysis of data collected from 381 respondents revealed that perceived fit is the most important factor influencing customer behavior, even though tourism brand equity and place attachment both had a positive effect on customer behavior, supporting all hypotheses. The theoretical implication of broadening the brand extension concept in MICE destinations and DMO marketing strategies is discussed.

Certification paradox: Reverse response on the non-hygiene restaurant certification

Prior research investigated the effect of restaurant hygiene certification and discovered that restaurateurs make greater efforts to maintain hygiene quality, effectively resolving the information asymmetry. With the proliferation of non-hygiene certificates, little effort has been made to research the impacts of non-hygiene certifications. In addition, the influence of brand has not been adequately examined in earlier certificate studies. For the purpose of this study, a scenario-based questionnaire was randomly distributed in a big retail complex in Seoul, Korea. Consistent with prior studies, we found in general positive influence of non-hygiene certificate and high brand equity in customer trust and behavior intention. Based on 737 useable responses, however, this study revealed that the once-beneficial impact of non-hygiene certification on high-end restaurants has unexpectedly reversed, resulting in the certification paradox. This paradox has also been discovered in customer trust by a strong negative three-way interaction effect of cognition at a high-end restaurant with a non-hygiene certificate. This is the inverse of what was expected. Customers may be dubious of a high-end restaurant that displays a non-hygiene certification, resulting in a reduced level of trust when combined with consumer cognition. It implies that the government's simple accumulation of multiple certificates may have unintended repercussions. To put it another way, supplying a lot more information through certificates damages consumer trust and behavior intention. Finally, this study confirmed that customer trust appears to be a pure mediator between certification, brand equity, and behavior intention.

Analysis of the Influence of Environment Quality, Delivery Quality, and Outcome Quality Factors on Behavioral Intention through Customer Satisfaction on Shopee Apps Users in Surabaya

Shopee Apps is one of the most frequently used e-commerce applications with the number of transactions increasing by up to 130% in 2020. Shopee Apps is also the community's top e-commerce application for shopping online during the Covid-19 pandemic. Therefore, it is important for Shopee Apps to be able to determine the quality of services that can be offered that have an influence on consumer satisfaction and behavioral intentions of consumers. The service quality studied is e-service quality which consists of three factors, namely environment quality, delivery quality, and outcome quality. This research was conducted with a causal research type and a quantitative research approach. This research was conducted on Shopee Apps users who live in the city of Surabaya. Data was collected by distributing questionnaires to each consumer. The sampling technique was carried out by snowball sampling. Then the analysis technique used is structural equation modeling (SEM) with the help of AMOS and the Sobel test. The results of the study prove that environment quality, delivery quality, and outcome quality have a significant positive effect on customer satisfaction and behavioral intention. The results of the study also explain that customer satisfaction has a positive effect on behavioral intention. On the indirect effect, the research results show that environment quality, delivery quality, and outcome quality have a significant effect on behavioral intention through customer satisfaction on Shopee Apps users in Surabaya.

Reparation for Service Failure Through Service Recovery: An Assessment of Consumer Behaviour in an Online Shopping Context

A service failure in online shopping exacerbates customers’ behaviour towards a brand/webstore. However, service recovery is deemed an instrumental factor to atone for the customer loss after a service failure. To examine this, the current study aims to analyse the relationship between service failure and its downstream effect on the future customer behavioural intentions (i.e., customers’ switching and repurchase. Moreover, this study incorporates the mediating role of service recovery between service failure and customers’ future intentions. The survey technique was employed to achieve objectives by collecting data from 364 Malaysian customers who purchased from any webstore in the last six months. Data was analysed through SPSS 24.0 and SEM-PLS 3.3.3. The results of the study revealed that service recovery has a positive impact on repurchase intention and switching intention. Furthermore, it is observed that due to cultural influences, the effect of service recovery on repurchase intention is less significant as compared to switching intention, which shows that in a specific culture, service recovery is less important than social loss. The practical implications of the study are two-fold. Firstly, the service provider should consider customers' expectations regarding service recovery. Secondly, service providers should not be limited to financial compensation only; instead, they should include non-financial compensation to retain customers from a specific culture.

Location Information Analysis of Large Coffee Shops in Big City: A Customer Satisfaction and Behavioral Intention Based Study

Location Information Analysis of Large Coffee Shops in Big City: A Customer Satisfaction and Behavioral Intention Based Study

Determinants of customer satisfaction and behavioral intentions in fast-food restaurants among undergraduate students during the COVID-19 pandemic

The purpose of this study is to explore the effect of a new construct, namely COVID-19 safety, on customer satisfaction and behavioral intentions in the context of fast-food restaurants (FFRs), while accounting for the effect of service quality, perceived value, and food quality. Using an online questionnaire, data was collected from 219 FFR customers. A series of confirmatory factor analyses were conducted to demonstrate the construct validity of this study variables. This study proposed and examined three conceptual models. To test the hypotheses of the three models, structural equation modeling (SEM) technique was employed using Analysis of Moment Structures (AMOS) software. This study shows that compliance with COVID-19 safety measures is a key determinant of customer satisfaction and behavioral intentions in the fast-food industry during the COVID-19 pandemic. More importantly, the results reveal that when simultaneously including service quality, perceived value, COVID-19 safety, and food quality as predictors of customer satisfaction and behavioral intentions, only COVID-19 safety and food quality are significant predictors. Managers, owners, and employees of FFRs need to comply with COVID-19 safety measures and improve food quality in order to enhance customer satisfaction and behavioral intentions toward their restaurants. This seminal study examines the determinants of fast-food customer satisfaction and behavioral intentions during the COVID-19 pandemic. The study proposes and validates a new construct for COVID-19 safety in the FFRs.

Indirect customer-to-customer interactions and experiential value: examining solo and social diners

PurposeThis study aims to examine whether indirect customer-to-customer interactions (CCI) affect consumers’ behavioral intentions and how that effect is generated. It also explores the effect of dining experience on customer behavioral intentions and how that effect varies by party type.Design/methodology/approachThe research consists of an experimental survey-based study of n = 491 real-world consumers from a marketing research panel. Structural equation models are analyzed to examine hypothesized relationships.FindingsIndirect CCIs significantly affect all five dimensions of experiential value. Food and beverage (F&B) excellence, aesthetics and service excellence positively affect customer revisit intentions and word-of-mouth intentions via restaurant image. Furthermore, party type moderates the effect of aesthetics on behavioral intentions so that the effect is significant for the social diner group only. Customer return on investment and playfulness show non-significant impacts on behavioral intentions.Practical implicationsManagers should be aware that indirect CCIs influence all aspects of the restaurant experience. Since F&B excellence, aesthetics and service excellence affect restaurant image and behavioral intentions, management can operationalize these elements of service. The impact of aesthetics differs by consumers’ party type, enabling management to create unique servicescapes based on their target customer segment.Originality/valueThe study pioneers an investigation of how indirect CCI is associated with behavioral intentions through the mediating effects of experiential value and restaurant image. It contributes to the literature by examining how the impact of diners’ experiences differs by party type.

Disruption in Supply Chain due to Covid-19 in Jordanian Economy

Disruption in Supply Chain due to Covid-19 in Jordanian Economy

Understanding the determinants of digital shopping features: The role of promo code on customer behavioral intention

This paper empirically identifies the predictors influencing the use of promo code in Jordan. This research extended TAM and TBP models with perceived enjoyment and brand image in the context of digital shopping features. The study utilized 379 surveys distributed in Jordan and analyzed the data using SEM. Findings of this study confirmed the proposed model, where brand image, perceived enjoyment, perceived behavior control and social influence significantly predict customers behavioral intention to use promo code with an R2 = 59%. The model of this study also supported the role of perceived ease of use and social influence in predicting brand image. Discussion and conclusion are depicted at the end of this paper.

Signal quality from retailers and repurchase intention to buy safe vegetables: The mediator role of modern retailer brand preference

The study focuses on examining the relationships between signal quality, brand equity and customer behavioral intention. The study was carried out with the use of a combination of qualitative research methods and quantitative research methods, in which, structural equation modelling (SEM) was used to test the theoretical model and research hypotheses. The primary data was collected through a survey of 328 customers who have bought safe vegetables at stores of Bach Hoa Xanh brand and Co.op Food brand in Ho Chi Minh City. The result shows that: (1) signal quality from the retailer has a positive effect on retailer brand preference and repurchase intention; (2) retailer brand preference is important to brand equity measured in terms of signal quality, which acts as a partial mediator in increasing repurchase intention. Besides, the research has contributed to adjusting the scale of concepts in accordance with the current research context, which can serve as a reference source for future studies; At the same time, propose some management implications towards helping modern retailers with safe vegetable business increase brand equity and sales efficiency in the direction of signaling.

The Moderating Role of Perceived Interactivity in the Relationship Between Online Customer Experience and Behavioral Intentions to Use Parenting Apps for Taiwanese Preschool Parents

Preschool parents’ attitudes toward the online experience and their behavioral intentions to use parenting apps are influenced by their perceptions of social interactions and their mobile engagement with these apps. There have been few studies of how perceived interactivity affects the customer experience and consumption habits of preschool parents. This paper describes a study focused on preschool parents’ perceptions of the influence of online customer experience on their behavioral intentions to use parenting apps for young children. The study also explored how perceived interactivity moderated this relationship. We used the questionnaire to collect data with the valid sample size comprised 571 anonymous preschool parents. A Chinese questionnaire was developed to examine three factors: “online customer experience,” “perceived interactivity,” and “behavioral intentions to use.” To analyze the survey data, the researchers used partial least squares and tested the internal consistency reliability, convergent validity, and discriminant validity of the latent constructs in the measurement model. Additionally, the bootstrapping method was used to conduct 5,000 replications to test the statistical significance of perceived interactivity as a moderator. The results indicated that perceived interactivity has a negative moderating effect on the association between online customer experience and a parent’s behavioral intentions to use a parenting app to improve their parenting skills. Preschool parents with positive attitudes toward perceived interactivity showed little preference for gaining online experience via parenting apps. They can use the technical functions of their mobile phones or parenting apps to customize their cognitive experiences and emotions.

Establishing Customer Behavior Through E-Commerce Websites in Newly Emerging Market

E-commerce is creating growth opportunities for e-retailers, especially during the Covid-19 outbreak. It increases the perceptions of both providers and customers toward their shopping convenience. In 2021, Vietnam became one of the fastest-growing countries among Southeast Asia’s Internet economies. However, both scholars and management practitioners have argued the inconsistent assessments of the factors affecting customer purchase behavior in online settings. Thus, this study aims to identify the critical factors influencing customer behavioral intention toward e-commerce websites that were adopted from well-established models and relevant literature. The online survey was the data collection method. All items were measured through a 5-point Likert scale. This study proposed and analyzed a conceptual framework using existing survey data from 312 samples in the context of online buying via e-commerce websites. Data were analyzed by using the statistical tool SPSS. The results indicated that factors including perceived usefulness, transaction security, perceived ease of use, trust, and subjective norm positively influence customer shopping intention. The results revealed the most prominent impact of the transaction security on customer purchase intention. Besides, perceived risk is a significant barrier in online shopping through e-commerce websites. The researchers have brought practical insights and made conceptual contributions by extending existing research on the technology acceptance model (TAM) and theory of planned behavior (TPB) regarding online shopping on the e-commerce website. The paper helps to validate and strengthen the importance of customer purchase intention in an e-shopping environment. The findings would help e-commerce providers be able to formulate specific strategies to increase customer usage significantly. Moreover, managers can focus their attention and resources on the greatest significant factors regarding their effects on behavioral intention.

Marketing 5.0: An Empirical Investigation of Its Perceived Effect on Marketing Performance

The study aims to explore the effect of marketing 5.0 on marketing performance. Marketing 5.0 was conceptualized using three dimensions: predictive marketing, contextual marketing, and augmented reality marketing. This study uses a questionnaire to collect data from a sample of employees working in marketing departments in 25 furniture stores. Eight employees were selected based on their managers’ recommendations regarding employee knowledge of digital marketing. The total number of the sample is 200 participants. Data were collected using a questionnaire designed as a five-point Likert scale. A total of 190 questionnaires were returned valid for data analysis. The results revealed that both contextual and augmented marketing significantly affect marketing performance. In contrast, predictive marketing exerts no significant effect on marketing performance. The above results concluded that enhancing marketing performance requires advanced human-oriented technologies. These technologies transform customers from traditional marketing environments into real-world environments by collecting and analyzing real-time customer data during the shopping process at sale points to affect customer behavioral intention and purchasing decisions. Theoretically, this study enriches the literature on marketing 5.0 by investigating the effects of three related kinds of marketing (predictive marketing, contextual marketing, and augmented marketing) on marketing performance. It provides researchers with a theory based upon which they could develop new models to examine the effects of marketing 5.0 on marketing outcomes. Empirically, the study shows that augmented marketing in the marketing 5.0 era is the most significant. It could be used to enhance the customer shopping ex