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Experience and Service Quality on Perceived Value and Behavioral Intention: Moderating Effect of Perceived Risk and Fee
Journal of Quality Assurance in Hospitality & Tourism Pub Date : 2020-10-21 , DOI: 10.1080/1528008x.2020.1837050
Alireza Habibi 1 , S. Mostafa Rasoolimanesh 2
Affiliation  

ABSTRACT

This study investigates the effects of both experience and service quality on the perceived value of medical tourists. In addition, the direct and indirect effects of service and experience quality on behavioral intention through perceived value have been investigated. Moreover, the moderation role of perceived risk and perceived fee on the effects of experience and service quality on perceived value have been tested. A questionnaire was used to collect data from a sample of 157 medical tourists in Malaysia. The findings revealed that both experience and service quality have positive and significant effect on perceived value, and behavioral intention either directly or indirectly. The results showed the positive moderation effects of perceived risk and fee for the effect of service quality on perceived values, whereas for the effect of experience quality on perceived value, only the perceived fee has negative moderation effect. There is little research describing the effects of both experience and service quality on perceived value and behavioral intention, and testing moderation effect of perceived risk and fee. Thus, this study makes a significant theoretical contribution by investigating and comparing these effects. In addition, this study has discussed several practical implications based on the results.



中文翻译:

感知价值和行为意图的体验和服务质量:感知风险和费用的调节作用

摘要

本研究调查了体验和服务质量对医疗游客感知价值的影响。此外,还研究了服务和体验质量通过感知价值对行为意向的直接和间接影响。此外,还测试了感知风险和感知费用对体验和服务质量对感知价值的影响的调节作用。一份问卷用于从马来西亚 157 名医疗游客的样本中收集数据。研究结果表明,体验和服务质量都直接或间接地对感知价值和行为意向产生积极且显着的影响。结果表明,感知风险和费用对服务质量对感知价值的影响具有正向调节作用,而对于体验质量对感知价值的影响,只有感知费用具有负调节效应。很少有研究描述体验和服务质量对感知价值和行为意图的影响,以及测试感知风险和费用的调节作用。因此,本研究通过调查和比较这些影响做出了重大的理论贡献。此外,本研究还根据结果讨论了一些实际意义。本研究通过调查和比较这些影响,做出了重大的理论贡献。此外,本研究还根据结果讨论了一些实际意义。本研究通过调查和比较这些影响,做出了重大的理论贡献。此外,本研究还根据结果讨论了一些实际意义。

更新日期:2020-10-21
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