Browsing by Author "Tu, Rungting"

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Managing passenger behavioral intention: an integrated framework for service quality, satisfaction, perceived value, and switching barriers
(2011-03-01)
Jen, William
;
Tu, Rungting
;
Lu, Tim
;
運輸與物流管理系註：原交通所+運管所
;
Department of Transportation and Logistics Management
This paper seeks to improve our understanding of passengers' behavioral intention by proposing an integrated framework from the attitudinal perspective. According to the literature in marketing research, we establish a causal relationship model that considers "service quality-satisfaction-behavioral intentions" paradigm, perceived value theory, and switching barrier theory. Exploring passengers' behavioral intention from satisfaction and perceived value help to understand how passengers are attracted by the company, while switching barriers assist in realizing how passengers are "locked" into a relationship with the current company. Furthermore, in order to capture the nature of service quality, we adopt a hierarchical factor structure which serves service quality as the higher-order factor. In this study, coach industry is selected as our research subject. The empirical results, as hypothesized, show that all causal relationships are statistically significant, and perceived value us the most important predictor of satisfaction and passengers' behavioral intention. In conclusion, the managerial implications and suggestions for future research are discussed.
The role of service value and switching barriers in an integrated model of behavioural intentions
(2011)
Lu, Tim
;
Tu, Rungting
;
Jen, William
;
運輸與物流管理系註：原交通所+運管所
;
Department of Transportation and Logistics Management
There are many ways to increase consumers' purchase intentions, and most studies explore this issue by adopting the 'quality-satisfaction-behavioural intentions' paradigm. However, this approach may overlook a few important factors including customer sacrifice, perceived value, and switching barriers. This study proposes an integrated model that incorporates the service value and switching barriers perspectives to further examine the formation of behavioural intentions. Specifically, our research model synthesises two key determinants of service values (service sacrifice and service quality) and the two main switching barriers (switching cost and alternative attractiveness). Furthermore, because previous studies on the links among these constructs are rather divergent and fragmented, we build structural causal relationships among these factors to explain consumers' decision processes. Several competing theories are also presented and compared to this new research model. The results, as hypothesised, suggest that service value is the most effective predictor of satisfaction and customers' behavioural intentions; the findings also support previous research indicating that cognitive evaluations precede emotional responses. We highlight the delivery of service value as a strategic imperative and stress the research stream of service value measurement.