소개글
서비스 퀄리티의 차이, 소비자의 개인적 특성과 다양한 서비스 회복 전략이 구매 후 행동 의도에 미치는 영향에 대한 연구(영문)에 대한 자료입니다.
목차
1. Member intro
2. Purpose
3. Concept
4. Hypothesis
5. Methodology
6. Results and Discussion
7. Conclusion
본문내용
H1 – A significant correlation exists between the difference in service quality and post-purchase behavior intention
H1a – Consumers show positive post-purchase behavior intention when the difference between the expected and actually perceived quality level is small
H1b – Consumers make complaints or switch to other brands when difference between expected and actually perceived quality level is great
H2
When a great difference between the expected and actually perceived quality level exists, external-control character will reflect in the negative post-purchase behavior intention more significantly than internal-control character.