Customer Behavioral Intentions Research Articles

How Do Air Quality Issues Caused by Particulate Matter Affect Consumers' Emotional Response to Tourism Destinations and Willingness to Visit?

This study identifies the perceived risk factors of particulate matter (PM) and the effect of the perceived risk factors of PM on the relationship between tourists’ trust and aspiration regarding the tourist destination, the customer return on investment, and the willingness to visit a tourism destination. Accordingly, this study discussed the severity of PM, which plays a key role in causing air quality issues, and classified the factors for perceived risk of PM into physical, psychological, financial, functional, and time risks to verify its effect on consumers’ emotional response and willingness to visit. Data collection for empirical analysis took place in April 2021 for two weeks. A total of 285 significant data points were obtained on tourists with travel experience in the past year. The demographic characteristics were confirmed using SPSS 22.0 (IBM, New York, NY, USA) and AMOS 22.0 (IBM, New York, NY, USA), and the measurement and structural models were verified through a confirmatory factor analysis and structural equation modeling, respectively. The empirical analysis showed that the perceived risk of PM has a negative effect on trust in the tourism destination and desire for it, and the behavioral intention of customers. Furthermore, alternative attractiveness was found to play a significant moderating role. The results of this study proved the negative effect of PMs on tourism destinations and provided implications and insights to present a meaningful strategy for minimizing PMs’ perceived risk.

Enhancing Perceived Credibility During a Pandemic

The way a person orders his food is the next big thing that technology aims to change. The purpose of the study is to empirically examine the factors determining the behavioral intention of customers towards online food delivery services with food delivery aggregators in India. The study has segmented the online food delivery (OFD) dimension into two domains, namely performance and experience factors. Performance factor includes technical attributes like website quality including features like ease of navigation, information quality, and interaction and control over order. Experience factor includes constructs like convenience, price value, and perceived credibility. Three hundred four questionnaires were collected to empirically test the research model using PLS path modeling and important performance matrix approach. The data was collected during pandemic period when people needed to be ensured by the service provider of the hygiene and safety protocols followed by them, ensuring credibility.

User Trust levels and Adoption of Mobile Payment Systems in China: An Empirical Analysis

The technology acceptance model (TAM) has been regarded as a promising model for understanding technology adoption and can be extended to different situations. Currently, mobile payment services have been widely applied in people’s daily lives in China, and understanding their critical success factors is becoming important. Mobile payments are a complex system, and a large number of factors affect their success. Since mobile payments are directly related to financial issues, their wide adoption relies heavily on people’s trust. We developed a model based on the TAM to investigate the most influential factors in building trust within the mobile payment context. We conducted an empirical survey and 373 samples were collected using a valid questionnaire from the users of the popular payment platforms in China—Alipay and WeChat payment. We found that government monitoring is the most significant factor of customer trust, followed by reputation, and security. Government monitoring directly influenced behavioral intention, was negatively associated with perceived risk and positively affected behavioral intention. Moreover, mobility, subjective norms, usefulness, ease of use, and perceived enjoyment impacts customer behavioral intention.

Mining the hidden seam of proximity m-payment adoption: A hybrid PLS-artificial neural network analytical approach

This study investigates the adoption of proximity mobile payment services (PMPS) using, for the first time, an extended version of the decomposed theory of planned behaviour (DTPB) and considering both the linear and non-linear relationships depicted in the proposed model. Based on a two-stage hybrid analytic methodology, the proposed model was validated empirically using a sample of 951 participants. First, partial least squares (PLS) regression was used to identify the significant drivers of PMPS acceptance predictors. Artificial neural networks (ANN) were then used to rank the relative influence of the significant adoption drivers obtained in the previous step. The PLS results indicate that the extended DTPB provides a solid theoretical framework for studying the adoption of PMPS. The results of the PLS-ANN sensitivity analysis confirmed the PLS results regarding the importance of the determinants' of normative and controlling customers’ beliefs, although there were some contradictions concerning the determination of customer attitudes and behavioural intentions towards PMPS usage. The results are discussed and implications are offered.

Pictures vs. reality: Roles of disconfirmation magnitude, disconfirmation sensitivity, and branding

This study aims to increase our understanding of the effects of food pictures in formulating customers’ expectations and performance evaluation, which, in turn, affect customer satisfaction, trust, and behavioral intentions in the restaurant context. Extending the expectancy disconfirmation theory, we have conducted three experimental designed studies involving a total of 1105 customers. Specifically, study 1 explores three disconfirmation magnitudes (low, moderate, high) and their impact on customer evaluations and behaviors. Study 2 demonstrates the interactive effects of disconfirmation magnitude and branding on customer trust, suggesting that branding mitigates the negative effect of disconfirmation magnitude on trust. Study 3 includes individual differences of disconfirmation sensitivity to explain the variation of the expectancy disconfirmation model, revealing that customers with higher disconfirmation sensitivity are less likely to be satisfied and trust a restaurant as the disconfirmation magnitude increases. Theoretical and managerial implications are provided.

The Effect of Service Convenience on Customer Satisfaction and Behavioral Intention in Food Delivery Apps

외식 배달앱의 서비스 편의성이 배달앱 고객 만족 및 행동의도에 어떠한 영향을 미치는지를 살펴보고자 하였다. 이를 위해 선행연구를 통해 연구모형을 개발하고 실증분석을 통해 가설을 검증하였다. 실증분석을 위해 371명의 표본을 바탕으로 측정도구의 신뢰성을 검토한 후, 다중회귀분석을 통해 총 14개의 가설을 검증하였다. 연구의 요약은 다음과 같다. 첫째, 외식 배달앱의 서비스 편의성인 의사결정 편의성, 접근 편의성, 편익 편의성, 사후편익 편의성 모두 만족도에 유의한 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 외식 배달앱의 서비스 편의성과 재구매의도에 미치는 영향관계를 실증분석한 결과 서비스 편의성 중 ‘접근 편의성’과 ‘의사결정 편의성’이 재구매의도에 정의 영향을 미치는 것으로 나타났으나 편익 편의성, 사후편익 편의성은 영향을 미치지 않는 것으로 나타났다. 셋째, 외식 배달앱의 서비스 편의성과 구전의도에 미치는 영향관계를 분석한 결과 서비스 편의성 중 사후편익 편의성을 제외한 모든 서비스 편의성 요인이 구전의도에 정의 영향이 미치는 것으로 나타났다. 넷째, 외식 배달앱에 대한 만족도가 증가할수록 행동의도가 증가하는 결과가 나타났다. 이러한 연구결과를 바탕으로 시사점과 향후 연구 방향을 제시하였다.

Relative Effects of Physical Environment and Employee Performance on Customers’ Emotions, Satisfaction, and Behavioral Intentions in Upscale Restaurants

This study explored the structural relationships among the physical environment, employee performance, and diners’ emotional states, satisfaction, and behavioral intentions, applying the Mehrabian–Russell’s theoretical framework in upscale restaurants. Empirical data were collected from 275 upscale restaurant patrons. The results showed that both intangible (employee service) and tangible (physical environment) factors have significant impacts on diners’ emotional responses (pleasure and arousal), and these emotional responses affect customer satisfaction and behavioral intentions. This study found that the physical environment exerted a greater impact on arousal than employee behavior while employee behavior had a greater impact on pleasure than physical environment. In addition, arousal was found to have a positive influence on pleasure. We discussed managerial and theoretical implications based on these findings.

The Role of CSR Engagement in Customer-Company Identification and Behavioral Intention During the COVID-19 Pandemic.

The global coronavirus pandemic has reignited a strategic debate among the business community of the necessity for corporate social responsibility (CSR) engagement in the ever-dynamic social media. Considering the global economic downturn introduced by the COVID-19 pandemic, the present research is devoted to investigating whether CSR engagement in social media can help DiDi (a Chinese shared brand) at stake survive this overwhelming crisis. A theoretical model proposed to describe the hypothesized relationships was tested by a Structural Equation Modeling technique through the empirical online questionnaire. Through findings, we demonstrated that there was a positive relationship between CSR engagement of DiDi on WeChat, customer–company identification (C–C identification), and behavioral intention [purchase intention, brand loyalty, and e-word-of-mouth (eWOM)] of customers. With attention to psychological influence, our empirical statistics also evidenced the mediating role of C-C identification between CSR engagement and behavioral intention of customers. This study highlights the significant role of CSR engagement in a critical period theoretically and offers businesses more open innovation strategies to compete against the COVID-19 pandemic-induced market downturn.

The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China

In today’s increasingly competitive coffee industry, the point of running a good coffee shop is no longer to run a coffee and beverage shop simply, but to focus on the quality of service and the value that customers feel as a result. Previous studies have mainly discussed the customer satisfaction and behavioral intention of restaurants, while few studies have explored the influencing factors of customer satisfaction and behavioral intention of chain coffee shops. Given that the perceived service quality theory and DINESERV model can effectively predict customer satisfaction and behavioral intention, this study took 385 consumers in the first Starbucks Reserve flagship store in China as survey objects. SmartPLS 3.0 software was used to explore the relationship among respondents’ perceived service quality, customer perceived value, satisfaction, and behavioral intention. The results show that service quality has a partially significant positive effect on perceived value. Perceived service quality and customers’ perceived value both have significant positive effects on satisfaction. Customers’ satisfaction has a significant positive effect on their behavioral intention. These results indicate that enterprises should strengthen the emotional bond between consumers and enterprises and improve the reliability, assurance, and empathy of perceived service quality to create a better emotional resonance between consumers and the Starbucks brand to improve customer satisfaction. At the same time, it should also promote the symbolic perceived value of Chinese consumers to Starbucks to realize the sustainable development of coffee-shop operation and consumer repurchase. This study expands the research on the service quality, perceived value, and behavioral intention of coffee chain enterprises in the context of non-habitual coffee-drinking countries. Moreover, it provides case support for the operation and research of regional cultural consumption habits of international catering chain enterprises.

CUSTOMER PERCEPTION, SATISFACTION AND BEHAVIOURAL INTENTIONS TOWARDS HOSPITAL MEAL SERVICES IN GOVERNMENT AND PRIVATE HOSPITALS IN ALOR SETAR, KEDAH

There are two types of hospital in general, which are government and private hospitals. This study will help us to understand the customer perception, satisfaction and behavioural intention of hospital meal services in both government and private hospitals in Alor Setar, Kedah. Private and government hospitals differ in their style of food offering and service system. From this, customer perception, satisfaction, and behavioural intentions were investigated using a questionnaire survey with 150 respondents using descriptive and inferential analysis. The study shows that between government and private hospitals in Alor Setar, Kedah, the respondents show a positive perception of hospital meal services in Alor Setar in both government and private hospitals. In terms of customer satisfaction, both types of hospital show high satisfaction from all respondents. However, private hospital scores a bit higher in terms of satisfaction since the services and facilities are more upgraded than those of the government hospital of which respondents did not have such a high expectation for satisfaction since the fee is much lower than the private hospital. In the comparison of hospital meal services in terms of socio-demographic profile, there is no significant difference in gender and education level in both types of hospital. However, age and income level show a significant level of p=0.011 in age for a government hospital and p=0.018 and p=0.020 in monthly income for a private hospital. For the relationship of all variables (customer perception, satisfaction and behavioural intention), all of those show a robust, lively and direct relationship with each other. Hence, this study can help public and private hospitals improve their meal services and image to attract more customers.

CUSTOMER PERCEPTION, SATISFACTION AND BEHAVIOURAL INTENTIONS TOWARDS HOSPITAL MEAL SERVICES IN GOVERNMENT AND PRIVATE HOSPITALS IN ALOR SETAR, KEDAH

CUSTOMER PERCEPTION, SATISFACTION AND BEHAVIOURAL INTENTIONS TOWARDS HOSPITAL MEAL SERVICES IN GOVERNMENT AND PRIVATE HOSPITALS IN ALOR SETAR, KEDAH

Antecedents and consequences of customer engagement: A case study of Saudi airline industry

The main aim of this study is to examine the antecedents and consequences of consumer engagement in the Saudi airline industry. In total, 403 usable responses were collected using an electronic survey. The study respondents include airline travelers who are living in Saudi Arabia. The survey data were examined using structural equation modeling (SEM) to verify the theoretical model. The major study findings suggest that a positive correlation is found between online brand experience, brand love, and customer engagement. Moreover, customer engagement is positively associated with repatronage intention. In addition, the moderating results show that service quality has a moderating influence on the relationship between customer engagement and repatronage intention. As a consequence, the findings indicate the existence of service quality and its role in determining customer behavior intentions. This study also offers a great understanding of the interaction between the important factors. Thus, they may be utilized as a guideline for managing air traveling and improving airline sales in the country.

Understanding vegetarian customers: the effects of restaurant attributes on customer satisfaction and behavioral intentions

ABSTRACT Considering the significant number of vegetarian customers and the global trend of reducing meat consumption, the primary objective of this study is to examine the effects of six restaurant attributes, namely, food quality, service quality, atmosphere, convenience, price, and vegetarian menu options, on the customer satisfaction and behavioral intentions (i.e., willingness to pay more and revisit intention) of vegetarian customers. The results of structural equation modeling indicated that, among the attributes, only price and vegetarian menu options had significant positive effects on vegetarian customers’ satisfaction, and the relationship between vegetarian menu options and revisit intention was mediated by customer satisfaction. In addition, customer satisfaction significantly increased both customers’ willingness to pay more and their revisit intention. This research expands the knowledge about vegetarian customers and provides useful insight for restaurateurs.

Tourist Perceived Value, Tourist Satisfaction, and Life Satisfaction: Evidence From Chinese Buddhist Temple Tours

Prior research has mainly focused on the effect of tourist perceived value on customer satisfaction and behavior intention; the relationship between tourist perceived value and life satisfaction in religious tourism has been overlooked. This study aims to examine the link between tourist perceived value and life satisfaction and whether tourist satisfaction can play a mediating role in the process, specifically in the context of Chinese religious tourism. Data on Buddhist temple tours in China were collected through surveys, semi-structured interviews were conducted to gain the construct of the Buddhist tourist perceived value and regression analyses were used to test the study’s hypotheses. We developed and tested a scale of measurement of Buddhist tourist perceived value through 21 items grouped into seven dimensions: quality, price, emotional value, social value, educational value, physical attributes, and nonphysical attributes. Results from 537 tourists revealed that tourist perceived value is positively related to life satisfaction, and tourist satisfaction plays a mediating role in the relationship between perceived value and life satisfaction. Findings of this study provide a Buddhism-specific perspective for tourist perceived value.

The Effect of IMC of Golf Product Exhibitions on Customer Behavior and Recommendation Intention

The aim of this study was to present strategic measures for the sustainability of exhibitions and fairs by examining the relationship between integrated marketing communication (IMC) and the customer behavior and recommendation intentions of the participants who attended golf exhibitions and fairs. To achieve this aim, we conducted a literature review of IMC to formulate a hypothesis; next, we administered a questionnaire to 256 participants at the exhibitions and fairs related to golf equipment. The results show that the two-way communication of the exhibition and fair was positive for the customer’s continuous purchase intention, purchase behavior, and long-term relationship orientation, and the purchase behavior and long-term relationship orientation had a positive effect on the continuous recommendation intention.

The impact of diffusion of innovation model on user behavioral intention in adopting social media marketing

Social media has become a new orientation and attitude for businesses today. Tools and methods for communicating with the customers have changed enormously with the revelation of social media and it has become a channel and an instrument that marketers can extend their marketing campaigns to a wider range of consumers. The research purpose of this article is to analyze the impact of diffusion of innovation model on behavioral intention in adopting social media marketing with the moderator role of subjective norms in Iranian users. By making use of an online exploration, this study gathers data from 253 experienced social-media users in Iran. We have utilized partial least squares structural equation modeling to examine the links between items of diffusion of innovation model, social media marketing adoption, behavioral intention and subjective norms. The results revealed that diffusion of innovation influence was found as a nominative determinant of users’ behavioral intention to adopting social media marketing while behavioral intentions were also found to have positive significant association towards users’ behavioral intention to adopt social media marketing. In addition, the results of the empirical study showed that subjective norms moderated the relation between diffusion of innovation and customer behavioral intention.

Luxury Branding in the Hospitality Industry: The Impact of Employee’s Luxury Appearance and Elitism Attitude

Some of the luxury consumption literature suggests that luxury consumption is a beneficial social signal for the actor which facilitates social interaction. However, a different stream of recent research suggests that luxury consumption bears social costs to the actor. In the employee–customer interaction context, wearing luxury brands can either benefit or backfire for the employee depending on the situation whether luxury status or warmth is necessary. Based on the gaps in the literature, this study examines the impact of employee conspicuous cues by utilizing luxury consumption and elitism attitude on employee–customer rapport and behavioral intentions. The study results show that employees wearing luxury brands increase customers’ perceived impression management toward the employee. Such perception is strengthened when employees show an elitism attitude. In addition, when employees wear luxury brands, customers are more likely to build rapport with employees when they show a democratic attitude, as they perceive the employees are less likely to involve in impression management than showing an elitism attitude. The results build upon the luxury hospitality literature, aesthetic labor, impression management, and rapport literature.

Extending UTAUT2 in M-banking adoption and actual use behavior: Does WOM communication matter?

Purpose The purpose of this study is to investigate important factors that help explain customer willingness to adopt mobile banking (M-banking). To this end, the unified theory of acceptance and use of technology 2 (UTAUT2) was applied and to more accurately predict customer behavioral intentions, it was attempted to extend it. Design/methodology/approach The research data were collected from 396 customers of Iranian private banks who had the experience of using M-banking. The structural equation modeling technique was used to test the research hypotheses. Findings Findings suggest that performance expectancy, effort expectancy, social influence, facilitating conditions, habit, hedonic motivation, perceived value and trialability are endorsed as proponents of M-banking adoption intention. On the other hand, M-banking adoption intention has also had a significant positive effect on actual use behavior and word-of-mouth (WOM). WOM has also influenced actual use behavior and mediated the relationship between M-banking adoption intention and actual use behavior. Research limitations/implications The present study focuses on private banks, therefore, although it is sufficient, it is limited to private cases. This study contributes to the literature on M-banking services and actual use behavior. By appropriately focusing on M-banking adoption intention and the service quality provided, banks can strengthen their relationships with customers, thereby stimulating actual customer behavior such as actual use behavior and WOM. Originality/value From theoretical and managerial aspects, this study has particular value for the literature on M-services’ intention in general and banking in particular. The present study provides a conceptual framework for M-banking adoption intention, which could be used in M-banking services. In addition, this study sought to extend UTAUT2 and to examine the mediating role of WOM in actual use behavior motivation as well.

Tüketici Pişmanlığının Müşteri Tatmini ve Davranışsal Niyet Üzerindeki Etkisi: Restoran Müşterileri Üzerine Bir Araştırma

This research examines the effect of consumer regret on customer satisfaction and behavioral intention. The sample group of the research consists of customers who experienced restaurants in Gaziantep and regretted as a result of this experience. In the study, 435 questionnaires were found suitable for data analysis according to the convenience sampling method. The collected data were analyzed with Smart PLS 3 (Partial Least Squares) program and the structure, distinction and compliance validity of the scales used in the research were tested. According to the results of the research, it has been determined that regret has a significant negative effect on customer satisfaction. In addition, it was determined that regret has a significant negative effect on behavioral intention. Finally, as a result of the analyzes performed, it has been determined that the effect between customer satisfaction and behavioral intention is also positively significant.

Dining at gas stations: an analysis of nonconventional fast-food outlets from a consumer behavior perspective

PurposeThe objective of this paper is to investigate the effect of the dining experience elements at gas stations foodservice outlets: (1) food quality, (2) service quality, (3) convenience and (4) atmospherics on customers' overall satisfaction and behavioral intention. This study also examines the mediating effect of overall satisfaction on dining experience elements and behavioral intention.Design/methodology/approachThis paper applies a quantitative approach, using partial least square-structural equation modeling for analysis. Survey data were collected online from 231 participants in the United States.FindingsConvenience and food quality are strong predictors of gas station food purchasing overall satisfaction and behavioral intention. Meanwhile, service quality and atmospherics were not statistically significant.Research limitations/implicationsThis study's survey was conducted online. Participants reflected on their dining experience at gas station dining outlets in the prior week.Practical implicationsThis study contributes to the existing foodservice literature by exploring dining at gas stations. It also provides a new insight into the importance of convenience in influencing overall satisfaction and behavior intention in a gas station foodservice setting.Social implicationsThis study helps with the understanding of consumer behavior and expectations of a fast-food setting. This study helps with enhancing convenience in order to improve the customers' experience and reduce their daily stress relating to wait time for purchasing fast-food meals.Originality/valueThis is the first study to examine consumer experience at a gas station food service setting.