9922616_吳宜庭_PPT

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  • 1. Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students’ travel behaviour
    Presenter: Catherine Wu
    Instructor: Dr. Pi-Ying Teresa Hsu
    Date: May 4, 2011
    1
  • 2. Citation
    Martina, G. G. , & Irene, G. S. (2006).Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27, 437-452.
    2
  • 3. Contents
    Introduction
    I
    Literature Review
    II
    Methodology
    III
    Results
    VI
    V
    Conclusions
    3
  • 4. Introduction
    4
  • 5. Purposes
    -To investigate the dimensionality of
    consumer value in a travel-related context,
    combining positive and negative inputs of
    value
    -To explore the relations between consumer
    perceptual constructs such as perceived value,
    satisfaction and loyalty
    5
  • 6. Contents
    Introduction
    I
    Literature Review
    II
    Methodology
    III
    Results
    VI
    V
    Conclusions
    6
  • 7. Literature Review
    In the early nineties, several authors interested
    in service quality recognized that perceived
    value at the very heart of consumers’ service
    assessment.
    (Cronin & Taylor, 1992)
    7
  • 8. Literature Review
    Three waves of conceptual research
    in the services marketing literature have been
    recognized : service quality, customer
    satisfaction and then perceived value.
    (Cronin et al., 2000)
    8
  • 9. Contents
    Introduction
    I
    Literature Review
    II
    Methodology
    III
    Results
    VI
    V
    Conclusions
    9
  • 10. Holbrook’s typology of consumer value
    10
  • 11. Analytic Tool
    Structural Equation Modeling SEM
    Principal Component Analysis
    PCA
    Confirmatory Factor Analysis
    CFA
    11
  • 12. Participant
    Spanish university students who travel in
    groups during spring break
    Participants
    274 questionnaires
    Instrument
    23.16 years
    Age
    Male 50%
    Female 50%
    Gender
    The Caribbean (40.15%)
    The Canary Islands (29.56%)
    European cities (24.09%)
    Destination
    12
  • 13. Contents
    Introduction
    I
    Literature Review
    II
    Methodology
    III
    Results
    VI
    V
    Conclusions
    13
  • 14. Results
    14
  • 15. Hypothesis
    H1: Perceptions of benefits referred to
    efficiency are positively related to
    perceived value
    H6: Perceptions of costs referred to
    perceived monetary price are negatively
    related to perceived value
    H7: Perceptions of costs referred to
    perceived risk are negatively related to
    perceived value
    15
  • 16. Efficiency
    Service quality
    Social value
    Play
    Perceived value
    Loyalty
    Satisfaction
    Aesthetics
    Time & effort spent
    -0.22
    16
  • 17. Hypothesis
    H1: Perceptions of benefits referred to
    efficiency are positively related to
    perceived value
    H6: Perceptions of costs referred to
    perceived monetary price are
    negatively related to perceived value
    H7: Perceptions of costs referred to
    perceived risk are negatively related
    to perceived value
    17
  • 18. Hypothesis
    H2: Perceptions of benefits referred to
    service quality are positively related to
    perceived value
    H3: Perceptions of benefits referred to
    play are positively related to perceived
    value
    H4: Perceptions of benefits referred to
    aesthetics are positively related to
    perceived value
    H5: Perceptions of benefits referred to
    social value are positively related to
    perceived value
    18
  • 19. Efficiency
    Service quality
    Social value
    0.25
    0.12
    Play
    0.48
    0.55
    Perceived value
    Loyalty
    Satisfaction
    Aesthetics
    Time & effort spent
    19
  • 20. Efficiency
    Service quality
    0.19
    0.11
    Social value
    Play
    Perceived value
    Satisfaction
    Loyalty
    Aesthetics
    Time & effort spent
    20
  • 21. Hypothesis
    H2: Perceptions of benefits referred to
    service quality are positively related to
    perceived value
    H3: Perceptions of benefits referred to
    play are positively related to perceived
    value
    H4: Perceptions of benefits referred to
    aesthetics are positively related to
    perceived value
    H5: Perceptions of benefits referred to
    social value are positively related to
    perceived value
    21
  • 22. Hypothesis
    H9: Perceived value is a direct antecedent
    of customer satisfaction
    H10: Customer satisfaction is a direct
    antecedent of customer loyalty
    22
  • 23. Efficiency
    Service quality
    Social value
    Play
    Perceived value
    Satisfaction
    Loyalty
    Aesthetics
    0.50
    0.45
    Time & effort spent
    23
  • 24. Hypothesis
    H9: Perceived value is a direct antecedent
    of customer satisfaction
    H10: Customer satisfaction is a direct
    antecedent of customer loyalty
    24
  • 25. Contents
    Introduction
    I
    Literature Review
    II
    Methodology
    III
    Results
    VI
    V
    Conclusions
    25
  • 26. Conclusions
    This study evidenced that price policies are not always the more prominent for consumers when evaluating tourism experiences.
    26
  • 27. Conclusions
    This study generally found that high quality affects customer value perceptions, strengthen customer satisfaction and intentions to repurchase and to recommend.
    27
  • 28. Reflection
    Address more specific insights into the relations among perceptual constructs in a tourism experience
    No information was provided on the effect of demographics and trip characteristics
    28