THE EFFECTS OF SERVICE CONTACT, EXPERIENCE VALUE, AND SERVICE QUALITY IN THE 2018 PENGHU

“CHRYSANTHEMUM ISLAND BICYCLE TRIP”

ON BEHAVIORAL INTENTIONS

 

Yeh, Wei-Ku

Department of Recreation and Holistic Wellness

Mingdao University, Changhua, Taiwan

 

Abstract

The objective of this study was to explore the effects of service contact, experience value, and service quality on behavioral intentions. The main subjects of this study were participants in the 2018 Penghu “Chrysanthemum Island” bicycle trip. Verification analysis was used to explore the effects of related variables on behavioral intentions. In this study, we used a purposive sampling method to select 500 users as the study samples. A questionnaire survey was conducted on the subjects. Overall, 485 valid questionnaires were returned, for a 97% valid return rate. This study’s main results are as follows: 

  1. Service contact has a significant effect on service quality. 
  2. Service contact has a significant effect on experience value. 
  3. Service quality has a significant effect on experience value. 
  4. Service contact does not have a significant effect on behavioral intentions. 
  5. Service quality has a significant effect on behavioral intentions. 
  6. Experience value has a significant effect on behavioral intentions. 
  7. Experience value has a mediating effect on the relationship between service contact and behavioral intentions. 
  8. Experience value has a mediating effect on the relationship between service quality and behavioral intentions. 

This study also provides relevant recommendations as reference for future studies.  

Keywords: ServiceContact,ExperienceValue,ServiceQuality,BehavioralIntentions

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