9922616_吳宜庭_PPT

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9922616_吳宜庭_PPT

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

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