政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/70650

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政大機構典藏 > 商學院 > 科技管理與智慧財產研究所 > 期刊論文 > Item 140.119/70650

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题名:	Conceptualising Consumers’ Word-of-mouth Behaviour Intention: Evidence from a University Education Services in Malaysia
作者:	鄭至甫 Jyh‐Fu Jeng
贡献者:	科管智財所
关键词:	Conceptualising consumers` word-of-mouth behaviour intention;evidence from a university education services in Malaysia
日期:	2013.07
上传时间:	2014-10-17 15:41:08 (UTC+8)
摘要:	The aim of this study is to propose a theoretical model to examine consumer word-of-mouth (WOM) behavioural intention in Malaysian education services. The results from a survey of 247 respondents indicate that servicescape, service recovery, service quality and satisfaction significantly affect consumers’ intention to engage in WOM behaviour. The results support majority of the hypothesized relationships, suggesting that servicescape and service recovery function as antecedents, directly affecting consumer perceptions of education service quality. The analytical results also demonstrate that perceived service quality positively affects satisfaction, which subsequently induces consumers’ behavioural intentions. Consistent with previous empirical studies, our findings suggest that satisfaction is a super-ordinate construct with a positive relation to behavioural intention, and significantly mediates the effect of service quality on the intention to engage in WOM behaviour. The insignificant direct effect from service quality to WOM further suggests the role of satisfaction as a complete mediator in the university education service setting. Implications for future research are discussed and limitations noted.
關聯:	Service Business, 7(1), 17-35
数据类型:	article
DOI 連結:	http://dx.doi.org/10.1007/s11628-012-0142-1
DOI:	10.1007/s11628-012-0142-1
显示于类别:	[科技管理與智慧財產研究所] 期刊論文

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档案	描述	大小	格式	浏览次数
17-35.pdf		314Kb	Adobe PDF2	1046	检视/开启

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