Distribution of Behavioral Intention: Analysis of Service Innovation, Corporate Image, and Customer Satisfaction

• 영문명: Distribution of Behavioral Intention: Analysis of Service Innovation, Corporate Image, and Customer Satisfaction
• 발행기관: 한국유통과학회
• 저자명: Kusuma SOYTHONG Kittipol WISAENG
• 간행물 정보: 『유통과학연구(JDS)』제21권 제9호, 13~22쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.09.30

영문 초록

Purpose: This study investigates the direct effect of service innovation and corporate image on distribution of behavioral intention and the mediating effect of customer satisfaction on these relationships. Research design, and methodology: The study was conducted through using a questionnaire as a research tool. The data were collected from 444 banking customers who used mobile banking services in Thailand. The data were analyzed through using the structural equation model (SEM). Results: The results demonstrated that service innovation and corporate image had a statistically significant effect on distribution of behavioral intention. Customer satisfaction did not mediate the relationship between service innovation and distribution of behavioral intention. On the other hand, it was found to mediate the link between corporate image and distribution of behavioral intention partially. Conclusions: These results emphasize the significance of strategic marketing practices in shaping customers' perceptions of organizational image, which can subsequently influence their satisfaction with the services. Furthermore, this study highlights the role of service innovation in creating perceived values for customers, leading to a positive attitude toward the services and a higher intention to use them.

목차

1. Introduction

2. Literature Review and Hypothesis

3. Research Hypotheses and Research Model

4. Methodology

5. Results

6. Conclusion and Discussion

References

키워드

Service Innovation Corporate Image Customer Satisfaction Distribution of Behavioral Intention