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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
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
Citation
Purposes
5
-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
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
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
Holbrook’s typology of consumer value
10
Self-oriented
Other-oriented
Active
Reactive
Active
Reactive
Extrinsic Intrinsic
Efficiency
Excellence
Status
Esteem
Play
Aesthetics
Ethics
Spirituality
Analytic Tool
11
Structural Equation Modeling
SEM
Principal Component Analysis
PCA
Confirmatory Factor Analysis
CFA
Participant
Spanish university students who travel in
groups during spring breakParticipants
Instrument 274 questionnaires
Age 23.16 years
Gender Male 50%
Female 50%
Destination The Caribbean (40.15%)
The Canary Islands (29.56%)
European cities (24.09%)12
Hypothesis
15
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
16
Efficiency
Service
quality
Social
value
Play
Aesthetics
Time &
effort
spent
Perceived
valueSatisfaction Loyalty
-0.22
Hypothesis
17
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
Hypothesis
18
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
19
Efficiency
Service
quality
Social
value
Play
Aesthetics
Time &
effort
spent
Perceived
valueSatisfaction Loyalty
0.48 0.55
0.250.12
20
Efficiency
Service
quality
Social
value
Play
Aesthetics
Time &
effort
spent
Perceived
valueSatisfaction Loyalty
0.11
0.19
Hypothesis
21
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
Hypothesis
22
H9: Perceived value is a direct antecedent
of customer satisfaction
H10: Customer satisfaction is a direct
antecedent of customer loyalty
23
Efficiency
Service
quality
Social
value
Play
Aesthetics
Time &
effort
spent
Perceived
valueSatisfaction Loyalty
0.45 0.50
Hypothesis
24
H9: Perceived value is a direct antecedent
of customer satisfaction
H10: Customer satisfaction is a direct
antecedent of customer loyalty
Conclusions
26
This study evidenced that price policies are not
always the more prominent for consumers when
evaluating tourism experiences.
Conclusions
27
This study generally found that high quality affects
customer value perceptions, strengthen customer
satisfaction and intentions to repurchase and to
recommend.