Assessing asymmetric response effect of behavioral intention to service quality in an integrated psychological decision-making process model of intercity bus passengers: a case of Taiwan |
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Authors: | Jiun-Hung Lin Tzong-Ru Lee William Jen |
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Institution: | (1) Department of Transportation Technology and Management, National Chiao-Tung University, Hsinchu, Taiwan;(2) No. 530, Sec. 3, Jhong-Shan Road, Hukou Township, Hsin Chu County, 303, Taiwan;(3) Department of Marketing, National Chung-Hsing University, Taichung, Taiwan |
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Abstract: | This study introduces the concept of loss aversion to consumer behavioral intention at the personal psychological level to
develop an integrative structural equation model for analyzing traveler psychological decision making. In this model, the
relationship between behavioral intention and service quality is a non-smooth function based on the theory of loss aversion.
The expectation service quality in the SERVQUAL model proposed by Parasuraman, Zeithaml, and Berry (PZB) serves as a reference
point. This model can be applied to analyze the effect of non-smooth response of behavioral intention to service quality in
a traveler psychological decision-making process model. Intercity travel among cities in Taiwan is used as an empirical example.
Data were gathered in cities in Taiwan via a questionnaire survey, and the model was tested using path analysis performed
by LISREL. The empirical result shows that all causal relationships are statistically significant. Service quality loss influences
repurchase intention more than does Service quality gain. Finally, this study concludes by discussing managerial implications
and suggesting directions for future research.
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Keywords: | Loss aversion Repurchase intentions Service quality SERVQUAL model |
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