Partial Least Square Model for Customer Re ... - Wbiaus.org

More documents

Recommendations

Info

Shaari, Nordin & Fong4.3 Evaluation of the Measurement ModelTable 6: Model Construct, Average Extracted Variance, and Cronbach AlphaModel ConstructAVECompositeReliabilityRSquareCronbachsAlphaAssurance 0.577085 0.844834 0.757213Attitude 0.587158 0.89488 0.861756Empathy 0.562951 0.864995 0.806156Responsiveness 0.575338 0.87081 0.816057Re-Patronage 0.801815 0.890006 0.272361 0.752909Table 6 summarize the evaluation for PLS measurement model. The convergent validitywas measured by average extracted variance (AVE) where AVE should exceed 0.5(Fornell & Larcker 1981; Bagozzi & Yi 1988); all constructs satisfied this condition. Thecomposite reliabilities ranged from .844 (Assurance) to .894 (Attitude) were above therecommended 0.7 level (Nunnally 1978; Gefen et al. 2000). Cronbach alpha rules statethat the values should be 0.7 or higher to indicate adequate convergence or internalconsistency (Nunnally 1978). Conclusively, the measurement model showed goodreliability and validity.Figure 2: Structural Model with R 2 ResultFigure 2 portray the structural model depicting the R 2 result. The t-values weregenerated using the bootstrapping with re-samples of 200 (Chin 1998). Table 7summarizes the hypotheses, path coefficients (β), and t-values.69
Shaari, Nordin & FongH1H2H3H4Table 7: Path Coefficients (β), t -values and HypothesesRelationship Coefficient t-value SupportedASSURE REPATRONATTITUDE REPATRONEMPATHY REPATRONRESPONS REPATRON0.1190.1810.3330.0330.9301.6903.015**0.236NONOYESNOt-values > 1.96* (p< 0.05); t-values > 2.58** (p< 0.01)5. DiscussionThe main findings of this study suggest that one winning strategy in competition isthrough focusing on employee service performance. While it could be said that it ispredictable that hotel guest would expect efficient services from hotel employees asembedded in all of the tested dimension of ‘Assurance’, ‘Attitude’, ‘Empathy’ and‘Responsiveness’; the effective ways to promote their intention to revisit the hotel goesbeyond that. Employees’ ‘Empathy’ was found to be what matter the most to hotelguests. Through empathy dimension focusing on individual attention, understandingspecific needs, and special request, these extra qualities are what needed to wincustomers’ heart, encouraging the potential revisits. These characteristics indicate thesignificant of interactive qualities between service provider and the customer in theservice encounter. According to Svensson (2001), the importance of service quality is inthe phenomenon that contributes to the strength of interpersonal service encounters.6. Implication and ConclusionConclusively, this study contributes to knowledge on service performance and servicequality. The implication and recommendation of the study is for hotel management to goextra miles in ensuring that employees are focusing not only on the efficiency of theservices, but also on the effectiveness; on what makes the guest really happy!Enhanced service quality would lead to customer satisfaction, thus increase thepotential for customer re-patronage intention. Service organizations need to focus moreon employees, particularly those at the frontline who see and have frequent interactionwith customers. It is imperative that these employees are trained to be more caring andsensitive to customer needs.AcknowledgementThis research was supported by Universiti Malaysia Sarawak (UNIMAS) through DanaPenyelidikan Khas UNIMAS grant No DPK/20/2010 to Dr Jamal Abdul Nassir binShaari.70
Page 1 and 2: Journal of Business and Policy Rese
Page 3 and 4: 2.2 Customer Re-Patronage Intention
Page 5 and 6: Shaari, Nordin & FongTable 3: Respo
Page 7: Shaari, Nordin & Fongre-patronage i
Page 11: Shaari, Nordin & FongHaneborg, LC.

Partial Least Square Model for Customer Re ... - Wbiaus.org

Create successful ePaper yourself

Delete template?

Save as template?