The Influence of Servicescape and Service Quality on Repurchase Intentions of Chulalongkorn University Book Center Service Users
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Published:
Oct 27, 2020
Keywords:
Servicescape, Service Quality, Repurchase Intentions
Main Article Content
Abstract
The purpose of quantitative research is to examine the influences of a servicescape and a service quality on repurchase intentions toward Chulalongkorn university book center. The samples are service users who have experiences of Chulalongkorn university book center. Non-probability sampling, particularly an accidental sampling technique, is conducted to recruit University of Phayao branch for the study. In total, 160 completed questionnaires are collected. Data is analyzed by percentage, average, correlation coefficient and multiple regression analysis in order to test the research hypotheses. The results reveal that the effect of a servicescape on repurchase intentions is not significant, whilst a service quality on repurchase intentions is significant at 0.05 statistically significant level. The factors in the model cooperatively explain the variance of repurchase intentions at 49%. Therefore, the finding indicates that a service quality is the most critical influence in consumption of service users that influences repurchase intentions of Chulalongkorn university book center.
Article Details
How to Cite
Pommi, C. (2020). The Influence of Servicescape and Service Quality on Repurchase Intentions of Chulalongkorn University Book Center Service Users. WMS Journal of Management, 9(4), 88–97. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/245375
Section
Research Articles-Academic Articles
References
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Chang, H. H., Jeng, D. J-F. & Hamid, M. R. A. (2013). Conceptualising consumers’ word-of-mouth behavior intention: evidence from a university education services in Malaysia. Service Business, 7, 17-35.
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Fernandes, T. & Neves, S. (2014). The role of servicescape as a driver of customer value in experience-centric service organizations: the Dragon Football Stadium case, Journal of Strategic Marketing, 22(6), 548-560.
Fitzsimmons, J. A. & Fitzsimmons, M. J. (2011). Service management: Operations, Strategy, Information technology. (7th ed.). Boston, USA: McGraw-Hill Irwin.
Hair, J. F. Junior., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: a global perspective (7th ed.). New Jersey, USA: Prentice Hall.
Hinkle, D. E., William, W. & Stephen, G. J. (1998). Applied statistics for the behavioral sciences. (4th ed.). Boston, USA: Houghton Mifflin.
Hoffman, K. D. & Bateson, J. E. G. (2011). Service marketing, concepts, strategies & cases. (4th ed.). Boston, USA: South Western, Cengage Learning.
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Hume, M. & Mort, G. S. (2010). The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts. Journal of Services Marketing, 24(2), 170- 182.
Ibrahim, Y., Sobaih, A. E. & El-Sayaid, M. (2018). Impact of service environment and service quality on customer satisfaction and behavioral intention in hotels. Journal of the Faculty of Tourism and Hotels- University of Sadat City, 2(1), 127-146.
Jalil, N. A. A. J., Fikry, A. & Zainuddin, A. (2016). The impact of store atmospherics, perceived value, and customer satisfaction on behavioral intention. Procedia Economics and Finance, 37, 538-544.
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Kumboonmee, S. (2015). Service marketing mix of Chulalongkorn University’s book center. (Master’s Degree Independent study,
Valaya Alongkorn Rajabhat University under The Royal Patronage, Thailand).
Kuruuzum, A. & Koksal, C. D. (2010). The impact of service quality on behavioral intention in hospitality industry. International Journal of Business and Management Studies, 2(1), 9-15.
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Nurittamont, W. & Thipsri, N. (2019). The influence of service quality and relationship management on reuse service intention: the emprical study in customer of hotels, Phra Nakhon Si Ayuttaya province. Suthiparithat, 33(105), 175-186.
Office of the National Economics and Social Development Council. (2018). National Strategy 2018-2037. Retrieved from shorturl.at/erDS3.
Pancluebthong, N. (2017). Marketing strategies making consumer decide to purchase products from bookstore chain in Bangkok. (Master’s Degree Thesis, National Institute of Development Administration, Thailand).
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multi-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Park, J-Y., Back, R. M., Bufquin, D. & Shapoval, V. (2019). Servicescape, positive affect, satisfaction and behavioral intentions: The moderating role of familiarity. International Journal of Hospitality Management, 78, 102-111.
Pattarasinsoontorn, P. & Wattanakamolchai, S. (2015). Perception of utility and servicescape on customer loyalty for premium coffee shops in Bangkok. Suthiparithat, 29(89), 59-77.
Posindhu, S. (2019). The influence of marketing factors on repeat service intention of Thai airways. Journal of Suvarnabhumi Institute of Technology (Humanities and Social Sciences), 4(special issue), 412-430.
Pungpho, K. & Wanarat, S. (2010). Factors affecting the expectation service quality in service sector. Parichart Journal, 23(2), 121-131.
Raphitphan, A. (2014). The effect of servicescape on loyalty toward Laempho seafood restaurant of Thai tourists. (Master’s Degree Thesis, Prince of Songkla University, Thailand).
Saha, G. C. & Theingi. (2009). Service quality, satisfaction, and behavioral intentions: A study of low-cost airline carriers in Thailand. Managing Service Quality,
19(3), 350-372.
Saipatthana, U. & Piyapimonsit, C. (2004). Collinearity. Parichart Journal, 17(1), 55- 62.
Saleem, M. A., Zahra, S. & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions – the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics, 29(5),1136-1159.
Seangsawang, M. (2008). Retailing mix factors affecting books purchasing from bookstores of consumers in Samut Sakhon province. (Master’s Degree Independent study, Chiang Mai University, Thailand).
The Publishers and Booksellers Association of Thailand. (2018). 2018 book business information. Retrieved from shorturl.at/lnCHO.
Thiramuang, J. (2017). Service quality influencing behavioral intention of government housing bank users (headquarter). (Master’s Degree Independent study, Rajamangala University of Technology Phra Nakhon, Thailand).
Thirathammason, S., Nakpibal, P., & Suwannin, W. (2018). Model of a development of service quality corporate image affecting behavioral intention of SPA customer in Thailand. Phetchabun Rajabhat Journal, 20(1), 18-32.
Udomkitthanakul, C. (2015). The study of customer satisfaction with bookstore service. (Master’s Degree Independent study, Thammasat University, Thailand).
Unapamnak, K. (2016). The study of servicescape on customer loyalty for shopping center in Bangkok. (Master’s Degree Independent study, Thammasat University, Thailand).
Wakefield, K. L. & Blodgett, J. G. (1996). The effect of the servicescape on customer’ behavioral intentions in leisure service settings. The Journal of Service Marketing, 10(6), 45-61.
Wantara, P. (2015). The relationships among service quality, customer satisfaction, and customer loyalty in library services. International Journal of Economics and Financial Issues, 5 (special issue), 264- 269.
Watcharapreeda, P. (2013). The effects of servicescapes on emotional responses and service quality perception of oversea boutique hotel customers in Muang district, Chiang Mai province. (Master's Degree Thesis, Mahasarakham University, Thailand).
Yoruzu, R. (2017). Lifelong learning in transformation: promising practices in Southeast Asia. Retrieved from https://unesdoc.unesco.org/ark:/ 48223/ pf0000253603.
Brand Buffet. (2019). yō̜t khāi nangsư̄ lot long sūn nangsư̄ čhulā prap tūayāng rai čhưng yangmī kamrai yū dai. Retrieved from https://www.brandbuffet.in.th/2019/07/chula- book-adapt-to-textbook/.
Caruana, A. (2002). Service loyalty: the effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.
Chang, H. H., Jeng, D. J-F. & Hamid, M. R. A. (2013). Conceptualising consumers’ word-of-mouth behavior intention: evidence from a university education services in Malaysia. Service Business, 7, 17-35.
Chinagosit, O. (2015). Impact of servicescape on perceived service quality at a leasing company’ s used car showroom. (Master’s Degree Thesis, Kasetsart University, Thailand).
Chulalongkorn University Book Center. (2013). sūn nangsư̄ čhulā dai pœ̄t sākhā mai Na mahāwitthayālai Phayao. Retrieved from shorturl.at/CP029.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. (2nd ed.). New York, USA: Lawrence Erlbaum Associates.
Fernandes, T. & Neves, S. (2014). The role of servicescape as a driver of customer value in experience-centric service organizations: the Dragon Football Stadium case, Journal of Strategic Marketing, 22(6), 548-560.
Fitzsimmons, J. A. & Fitzsimmons, M. J. (2011). Service management: Operations, Strategy, Information technology. (7th ed.). Boston, USA: McGraw-Hill Irwin.
Hair, J. F. Junior., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: a global perspective (7th ed.). New Jersey, USA: Prentice Hall.
Hinkle, D. E., William, W. & Stephen, G. J. (1998). Applied statistics for the behavioral sciences. (4th ed.). Boston, USA: Houghton Mifflin.
Hoffman, K. D. & Bateson, J. E. G. (2011). Service marketing, concepts, strategies & cases. (4th ed.). Boston, USA: South Western, Cengage Learning.
Hooper, D., Coughlan, J. & Mullen, M. R. (2013). The service scape as an antecedent to service quality and behavioral intention. Journal of Service Marketing, 27(4), 271- 280.
Hume, M. & Mort, G. S. (2010). The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts. Journal of Services Marketing, 24(2), 170- 182.
Ibrahim, Y., Sobaih, A. E. & El-Sayaid, M. (2018). Impact of service environment and service quality on customer satisfaction and behavioral intention in hotels. Journal of the Faculty of Tourism and Hotels- University of Sadat City, 2(1), 127-146.
Jalil, N. A. A. J., Fikry, A. & Zainuddin, A. (2016). The impact of store atmospherics, perceived value, and customer satisfaction on behavioral intention. Procedia Economics and Finance, 37, 538-544.
Jaroenwanit, P. & Noth, A. C. (2015). The power of forgiveness toward repurchase intention. BU Academic Review, 14(2), 118-134.
Kotler, P. & Keller, K. L. (2016). Marketing management. (15th ed.). New Jersey, USA: Pearson Education.
Kumboonmee, S. (2015). Service marketing mix of Chulalongkorn University’s book center. (Master’s Degree Independent study,
Valaya Alongkorn Rajabhat University under The Royal Patronage, Thailand).
Kuruuzum, A. & Koksal, C. D. (2010). The impact of service quality on behavioral intention in hospitality industry. International Journal of Business and Management Studies, 2(1), 9-15.
Lovelock, C. & Wirtz, J. (2011). Service marketing: people, technology, strategy. (7th ed.). New Jersey, USA: Prentice Hall.
Manirochana, N. (2018). The relationship between destination image, service quality, satisfaction and behavioral intention of the tourist traveling to the traditional Chinese market place in Ban Chak Ngaeo Chonburi, Thailand. Sripatum Chonburi Journal, 15(2), 117-130.
Molinari, L. K., Abratt, R. & Dion, P. (2008). Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22(5), 363–373.
National Statistical Office. (2018). phonlakā rasamrawa čhō̜kā raʻā nakha ʻong prachākō̜n. Retrieved from shorturl.at/lIKU7.
Nawi, N. M., Hashim, N. A. A. N., Shahril, Z, R. & Hamid, R. (2019). Airbnb physical environment attributes and customer behavioral intention: A proposed study. International Journal of Academic Research in Business and Social Sciences, 9(8), 144-151.
Nisco, A. D. & Warnaby, G. (2013). Shopping in downtown The effect of urban environment on service quality perception and behavioural intentions. International Journal of Retail & Distribution Management, 41(9), p. 654-670.
Nunnally, J. C. (1978). Psychometric theory. New York, USA: McGraw Hill.
Nurittamont, W. & Thipsri, N. (2019). The influence of service quality and relationship management on reuse service intention: the emprical study in customer of hotels, Phra Nakhon Si Ayuttaya province. Suthiparithat, 33(105), 175-186.
Office of the National Economics and Social Development Council. (2018). National Strategy 2018-2037. Retrieved from shorturl.at/erDS3.
Pancluebthong, N. (2017). Marketing strategies making consumer decide to purchase products from bookstore chain in Bangkok. (Master’s Degree Thesis, National Institute of Development Administration, Thailand).
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multi-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Park, J-Y., Back, R. M., Bufquin, D. & Shapoval, V. (2019). Servicescape, positive affect, satisfaction and behavioral intentions: The moderating role of familiarity. International Journal of Hospitality Management, 78, 102-111.
Pattarasinsoontorn, P. & Wattanakamolchai, S. (2015). Perception of utility and servicescape on customer loyalty for premium coffee shops in Bangkok. Suthiparithat, 29(89), 59-77.
Posindhu, S. (2019). The influence of marketing factors on repeat service intention of Thai airways. Journal of Suvarnabhumi Institute of Technology (Humanities and Social Sciences), 4(special issue), 412-430.
Pungpho, K. & Wanarat, S. (2010). Factors affecting the expectation service quality in service sector. Parichart Journal, 23(2), 121-131.
Raphitphan, A. (2014). The effect of servicescape on loyalty toward Laempho seafood restaurant of Thai tourists. (Master’s Degree Thesis, Prince of Songkla University, Thailand).
Saha, G. C. & Theingi. (2009). Service quality, satisfaction, and behavioral intentions: A study of low-cost airline carriers in Thailand. Managing Service Quality,
19(3), 350-372.
Saipatthana, U. & Piyapimonsit, C. (2004). Collinearity. Parichart Journal, 17(1), 55- 62.
Saleem, M. A., Zahra, S. & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions – the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics, 29(5),1136-1159.
Seangsawang, M. (2008). Retailing mix factors affecting books purchasing from bookstores of consumers in Samut Sakhon province. (Master’s Degree Independent study, Chiang Mai University, Thailand).
The Publishers and Booksellers Association of Thailand. (2018). 2018 book business information. Retrieved from shorturl.at/lnCHO.
Thiramuang, J. (2017). Service quality influencing behavioral intention of government housing bank users (headquarter). (Master’s Degree Independent study, Rajamangala University of Technology Phra Nakhon, Thailand).
Thirathammason, S., Nakpibal, P., & Suwannin, W. (2018). Model of a development of service quality corporate image affecting behavioral intention of SPA customer in Thailand. Phetchabun Rajabhat Journal, 20(1), 18-32.
Udomkitthanakul, C. (2015). The study of customer satisfaction with bookstore service. (Master’s Degree Independent study, Thammasat University, Thailand).
Unapamnak, K. (2016). The study of servicescape on customer loyalty for shopping center in Bangkok. (Master’s Degree Independent study, Thammasat University, Thailand).
Wakefield, K. L. & Blodgett, J. G. (1996). The effect of the servicescape on customer’ behavioral intentions in leisure service settings. The Journal of Service Marketing, 10(6), 45-61.
Wantara, P. (2015). The relationships among service quality, customer satisfaction, and customer loyalty in library services. International Journal of Economics and Financial Issues, 5 (special issue), 264- 269.
Watcharapreeda, P. (2013). The effects of servicescapes on emotional responses and service quality perception of oversea boutique hotel customers in Muang district, Chiang Mai province. (Master's Degree Thesis, Mahasarakham University, Thailand).
Yoruzu, R. (2017). Lifelong learning in transformation: promising practices in Southeast Asia. Retrieved from https://unesdoc.unesco.org/ark:/ 48223/ pf0000253603.