Article Review: The impact of Service Encounters on Behavioral Intentions"

Article Review: The impact of Service Encounters on Behavioral Intentions" Essay example
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Marketing
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Name Instructor Class 16 October 2011 Article Review of “The Impact of Service Encounters on Behavioral Intentions” This essay reviews the article by Dr. 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…

Introduction

It also established the necessity of the study, due to lack of exploration on how brand loyalty impacts internet purchase decisions, through quality service interactions. 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. ...
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