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. 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 each hypothesis is supported or not. They are also discussed in a coherent manner using understandable language. Findings showed that interpersonal-based service encounter is not enough to purchase service online; a number of positive interpersonal-based services can improve brand loyalty, which can influence online purchase decision; positive technology-based service encounters are important to brand loyalty and online purchase decision; and quality technology-based service encounters can be enough to make an online reservation, even without brand loyalty. Apparently, the author noted that brand loyalty is not always a causal factor to stimulate online purchasing behavior. The discussion sufficiently explored the findings and implications for further study. It pointed out interesting findings and potential explanations, such as good interpersonal service encounters are not enough to impact online purchase decision. The sampling is also quite young and the researcher noted that age can impact the need for adventure among them. They may not consider trading off new hotel experiences for the sake of brand loyalty that is generated through interpersonal service encounters. The discussion also highlighted the relationship between brand loyalty and online purchase intentions. The author established that customer satisfaction is needed for brand loyalty, while loyalty can cause online
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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…
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