The Impact of Service Guarantees on Consumer Behavior: Service Involvement as Moderating Variable
碩士 === 國立中興大學 === 企業管理學系研究所 === 93 === Recently, consumer behavior is popular with academia and industry. It could be described as a social science which is the most closest to the practical field. The better the marketers get insights of consumers' perceptive reaction through marketing tools;...
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| Format: | Others |
| Language: | zh-TW |
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2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/63492273083074064562 |
| Summary: | 碩士 === 國立中興大學 === 企業管理學系研究所 === 93 === Recently, consumer behavior is popular with academia and industry. It could be described as a social science which is the most closest to the practical field. The better the marketers get insights of consumers' perceptive reaction through marketing tools; the more powerful the competitive advantages they will create.
A firm's existence and success are based on customers, and customers' satisfaction is one of the successful key factors. The purpose of this study is to discuss the impact of service guarantees on consumers; its dimensions including consumers' perceived risk, customer satisfaction and service involvement.
This study focuses on consumers in service industry and collects data by internet questionnaire and physical questionnaire. There are 348 effective surveys returned totally; the returned rate is 85.29%.
The findings are summarized as follow: (1) Providing service guarantees could reduce consumers' perceived risk; (2) Reducing consumers' perceived risk could increase customer satisfaction; (3) Consumers' perceived risk causes partial mediating effect on service guarantees and customer satisfaction; (4) Service involvement causes moderating effect on service guarantees and consumers' perceived risk; (5) Service involvement causes moderating effect on consumers' perceived risk and customer satisfaction.
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