Academic journal article Contemporary Management Research

Service Quality as Moderator in the Relationship between Experience and Value

Academic journal article Contemporary Management Research

Service Quality as Moderator in the Relationship between Experience and Value

Article excerpt

ABSTRACT

Tourism is a fast-growing business that receives global attention. Statistical data revealed that the worldwide enormous growth of tourism industry and tourism itself are predicted to be significant contributors to the future economic development. Research in the tourism industry will contribute to the development of new theories in management, sociology and economics fields. In addition, the findings of the research will provide input in planning economic activities. Malaysia, like many other countries is experiencing rapid growth in its tourism industry. However, it is clear that the issue of tourist value upon local tourism industry does not receive much attention from researchers compared to other service industries such as telecommunication, education, and other. Therefore, a better understanding on the value of tourism and its related antecedent factors in the context of local tourism is crucial. The review on related literature has shown that there is a direct relationship between service quality and value, as well as between experience and value. Even though previous researches have proven that, there is direct relationship between service quality and value, this study will focus on testing whether the service quality will moderate the relationship between experience and value. Therefore, the discussion in this paper will portray how service quality is able to enhance the relationship between experience and value.

Keywords: Value, Experience, Service Quality

INTRODUCTION

The ultimate goal of most service provider is to provide high value services and products to the customers. Literature review has proven that value is the driver to satisfaction level (Andreassen and Lindestad, 1998; Chen, 2008; Patterson and Spreng, 1997; Ryu et al., 2008). Hence, study to further understand value creation is important. Accordingly, the study related to value has continuously gain attention from social science researchers and academics. As value is dynamic in nature, more research need to be carried out to have better understanding in the dimensions of value. In relation to value, some factors might affect value creation, such as quality (Bojanic, 1996; Duman and Mattila, 2005; Kashyap and Bojanic, 2000; Oh, 2000; Chang and Wildt, 1994; Lai et al., 2009), price (Bojanic, 1996; Duman and Mattila, 2005; Kashyap and Bojanic, 2000; Oh, 2000; Chang and Wildt, 1994; Lai et al., 2009), and experience (Pine and Gilmore, 1999). Based on the interpretation of utility theory, quality will positively manipulate value, while price will offset the value (Duman and Mattila, 2005; Chang and Wildt, 1994; Lai et al., 2009). Hence, quality is an important factor in the study on value. Moreover, Pine and Gilmore (1999) have made an indication on the importance in engaging customer through experience for value creation rather than just serving them. Thus, by including experience in the discussion, the explanation of value creation could be enhanced.

Past studies have explained some relationship model of constructs between both service quality to value (Andreassen and Lindestad, 1998; Lai et al., 2009), and experience to value (Chen, 2007; Chen and Chen, 2010; Hume and Mort, 2008). However, the relationship between service quality and experience has not received proper attention from previous researchers. Hence, it is important to study the comprehensive relationship between these three constructs, because we believed that instead of a direct influence, there might be an interaction between service quality and overall experience towards value creation. Analysis of the literature provides a basis for the development of a theoretical framework to understand how these variables are interacted.

Studies on value creation have been carried out across industries. However, the study on the related factors that creates values in tourism sector is relatively fewer than in other service industries such as telecommunication, education and other. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.