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A comparison of service experience on repatronage intention between department stores and hypermarkets in Taiwan Hao-Wei Yang 1 and Kuei-Feng Chang 2 * 1 Department of Marketing and Logistics Management, Chaoyang University of Technology, 168 Jifeng E. Rd., Wufeng District, Taichung 41349, Taiwan, R. O. C. 2 Department of International Business Management, Da-yeh University, 168 University Rd., Dacun, Changhua, 51591, Taiwan, R. O. C. Accepted 21 April, 2011 This paper compares the effect of service experience at department stores and hypermarkets on the customer’s repatronage intentions, that is, the customer’s desire to make a repeat purchase. Service experience covers three aspects: core service, employee service, and servicescape. The impact of service experience on emotional response, satisfaction with monetary value, and repatronage intentions are discussed. First, in-depth interviews with senior managers are analyzed to identify core service at department sto
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