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.