The Influence of Service Quality of Gas Station Branded Convenience Stores on Consumers' Purchase Intention: Experience Value as A Mediating Variable
คำสำคัญ:
Gas Station Branded Convenience Store, Service Quality, Experience Value, Purchase Intentionบทคัดย่อ
In the era of consumer sovereignty, it is the main goal of businesses to improve their service quality to gain consumer satisfaction and provide quality products and services to consumers. This study presents the relevant research hypotheses in terms of the relationship between service quality, experience value and consumers' willingness to purchase in gas station branded convenience stores by investigating consumers' perceptions of service quality in various dimensions in gas station branded convenience stores, and examining the extent to which the service quality affects consumers' willingness to purchase, with the experience value as a mediating variable. This study will try to help gas station branded convenience store operators understand areas of service improvement, make suggestions to improve service quality management tools, and discover potential advantages to increase customer satisfaction.
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