Back Issues 11-20

USING PZB TO EXPLORE THE IMPACT OF LEISURE FARM SERVICE QUALITY ON THE WILLINGNESS TO REVISIT: USING SATISFACTION AS AN INTERMEDIARY VARIABLE

Chi-Ming Chen

Assistant Professor, Department of Tourism and Recreation,

Cheng Shiu University, Taiwan

Mao-Chun Chiu

Associate Professor, Department of Recreation and Sport Management,

Tajen University, Taiwan

Chun-Chang Yen*

Associate Professor, Department of Sports and Recreation,

Meiho University, Taiwan

 *Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This research mainly takes tourists visiting Tsou Ma Lai Farm as the research object and attempts to explore the effect of service quality on their willingness to revisit by using satisfaction as an intermediary variable. In this study, 1000 samples were tested by using questionnaires, 145 incomplete and invalid questionnaires were excluded and a total of 855 valid ones were analyzed. The effective questionnaire recovery rate was 85.5% and the data is executed by Amos 20.0 statistical software to execute the convergence validity, differentiation validity, and adaptability in the structural equation model. Path analysis and intermediary effect analysis by adopting Mac- Kinnon’s (2008) bootstrapping. Research results show that Hypothesis 1: The quality of leisure farm services has a significant impact on customers’ satisfaction; Hypothesis 2: Satisfaction has a significant impact on their willingness to revisit; Hypothesis 3: Service quality has a significant impact on the willingness to revisit; Hypothesis 4: Service Quality has a significant effect on their willingness to revisit through satisfaction intermediary effects. Researchers will further put forward specific suggestions based on the research results.

Keywords: service quality, satisfaction, willingness to revisit, intermediary effect, bootstrapping

Attachments:

1136 Final.pdf

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1133 kB