The impact of consumer perceptions of service convenience on behavioural intentions : a study of health clubs in Taiwan

Chang, Yi-Wei (2008) The impact of consumer perceptions of service convenience on behavioural intentions : a study of health clubs in Taiwan. Other Degree thesis, Victoria University.

Abstract

Convenience - the ability to reduce consumers' time and energy costs in purchasing or using goods and services - has become an important attribute for time poor consumers. Berry, Seiders and Grewal (2002) proposed that there are five types of service convenience comprising decision, access, transaction, benefit, and post-benefit convenience. However, little research exists, other than that conducted by Colwell, Aung, Kanetkar and Holden (2008), and Seiders, Voss, Godfrey and Grewal (2007) exploring Berry et al.' s five components. The focus of this thesis is to empirically examine consumer perceptions of multiple types of service convenience as proposed by Berry et al. (2002) and to explore the effect of those components on overall consumer satisfaction and two consumer behavioural intentions (repurchase intention and word-of-mouth communication) in a leisure setting in Taiwan. In examining this issue, the thesis has three main aims: 1) To investigate the impact of consumer perceptions of each type of service convenience on overall consumer satisfaction; 2) To investigate the impact of consumer perceptions of each type of service convenience on consumer behavioural intentions toward their health clubs; and 3) To investigate whether overall consumer satisfaction mediates the relat~onship between consumer perceptions of each type of service convenience and consumer behavioural intentions towards the health clubs.

Additional Information

Doctor of Business Administration

Item type Thesis (Other Degree thesis)
URI http://vuir.vu.edu.au/id/eprint/30095
Subjects Current > FOR Classification > 1505 Marketing
Current > Division/Research > Graduate School of Business
Keywords consumer satisfaction, consumers, consumer behaviour, convenience, services marketing, scale development, satisfaction, behavioural intentions, mediating, leisure, Taiwan
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