A Study on the Effect of Fair Service Quality and Effectiveness on Behavior  Intention : Focusing on Korean Medicine Bio Fair in Jecheon 2019

In this study, a questionnaire survey was conducted with women aged 20 to 50, in order to find how the service quality of eyelash beauty treatment and perceived value influence their behavior intention. For data analysis, SPSS23.0 and JAMOVI 1.6.16 program were used. For reliability verification, Cronbach’s α value was analyzed, and Pearson correlation analysis and hierarchical regression analysis were conducted. Firstly, according to the analysis on the influence of service quality on perceived value, assurance and empathy as the factors of service quality positively and significantly influenced perceived value. Secondly, according to the analysis on the influence of service quality and perceived value on behavior intention, assurance positively and significantly influenced behavior intention; responsiveness negatively and significantly influenced behavior intention. Therefore, The more assurance in perceived value and service quality, and the lower responsiveness in service quality, the more behavior intention.

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THE LINK BETWEEN SERVICE QUALITY, CORPORATE IMAGE AND BEHAVIORAL INTENTION: SATISFACTION AS AN INTERVENING VARIABLE

International Journal of Modern Trends in Social Sciences ◽

10.35631/ijmtss.280012 ◽

2019 ◽

pp. 119-131

Author(s):

Yunita Engriani ◽

Meirisa Permatasari ◽

Abror Abror ◽

Dina Patrisia

Keyword(s):

Customer Satisfaction ◽

Service Quality ◽

Behavioral Intention ◽

Structural Equation ◽

Corporate Image ◽

Partial Least Square ◽

Least Square ◽

Behavior Intention ◽

The Relationship ◽

Significant Direct Effect

This study aims to analyze the relationship between service quality, corporate image, customer satisfaction and behavioral intention of Garuda Indonesia Airways’ customers. This research also investigates the roles of customer satisfaction as a mediating variable. The population of this study is all customers of Garuda Indonesia Airways. This study employs 150 customers as respondents. The data collection has been conducted by using a convenience sampling method. This research analyzes the data by using the Structural Equation Modelling (SEM) with Partial Least Square (PLS). After some preliminary tests, this study found that service quality has a positive and significant impact on corporate image and customer satisfaction. Service quality has no significant direct impact on behavioral intention. The corporate image has significantly and positively related to behavioral intention. Customer satisfaction is a significant and positive antecedent of behavior intention. Even though there is no significant direct effect of service quality on behavioral intention, surprisingly, it has a significant indirect impact on behavioral intention through customer satisfaction as an intervening variable. Furthermore, some limitations and further research have been addressed.

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