Yun-Hua Lin, “The Impact of Service Encounters on Behavioral Intentions to Online Hotel Reservation.” Lin examined how service encounters affected consumer decision to reserve hotel services online. He wanted to know whether a hotel can…
The independent variables were interpersonal-based service encounter and technology-based service encounter, while the dependent variables were brand loyalty and online purchase. The author applied The Theory of Planned Behavior (TPB) model in predicting the behavioral intention of online purchases.
The literature review is considered exhaustive, since it provided studies that explore the components, which impact consumer viewpoint perceptions of quality encounters, such as friendliness and display of proper emotions. It also mentioned studies that determined the relationship between service encounter satisfaction and repeat purchase intentions. From here, the author hypothesized that a positive customer encounter can motivate customers to use a hotel’s online reservation option. After that, the author connected studies that link satisfaction and brand loyalty and developed the second hypothesis from there. For two more hypotheses, the author identified the relationship between technology-based and interpersonal-relationship based encounters and brand loyalty. Finally, the author connected studies that built the relationship between brand loyalty and the intention to purchase services online.
The research design followed the quantitative approach, with 2000 questionnaires distributed in 270 hotels. The response rate was 26.9% or 538, which is quite low. After eliminating incomplete replies, only 505 results were chosen. The hotels included international and national franchise hotels, as well as independent ones. The author improved the validity of this instrument through pre-testing and gathering insight from experts. Twenty tourists were used to pre-test the survey instrument. Factor analysis is applied, which is considered appropriate for the research, since it studied underlying data patterns.
The findings adequately discussed if ...
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