An empirical analysis of green convention attendees' switching intentions

ABSTRACT This study aims at proposing to test a research model to gain a better understanding of the relationships among the dimensions of experiential quality, green experiential satisfaction, green alternative attractiveness, green service fairness, green variety-seeking, and green switching intentions. The study's findings are based on structural equation model analysis of a convenience sample of 650 attendees at the 13th International Green Building and Energy-Savings Exhibition 2016 in Chongqing, China. The results of this analysis contribute to the services marketing theory by providing additional insights into green switching intentions, the dimensions of experiential quality, green experiential satisfaction, green alternative attractiveness, green service fairness, and green novelty-seeking. The study's results will assist green convention management in developing and implementing market-orientated service strategies to increase the dimensions of experiential quality and green experiential satisfaction, enhance green alternative attractiveness, green service fairness, and green novelty-seeking, and decrease green switching intentions.

[1]  Yu-Xiang Yen,et al.  Effects of satisfaction, trust and alternative attractiveness on switching intentions in industrial customers , 2010 .

[2]  Hung-Che Wu,et al.  A Study of Experiential Quality, Experiential Value, Experiential Satisfaction, Theme Park Image, and Revisit Intention , 2018 .

[3]  Wayne D. Hoyer,et al.  Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay , 2005 .

[4]  M. Polonsky.  A stakeholder theory approach to designing environmental marketing strategy , 1995 .

[5]  Hung-Che Wu,et al.  A Study of Exhibition Service Quality, Perceived Value, Emotion, Satisfaction, and Behavioral Intentions , 2016 .

[6]  Gi Mun Kim,et al.  A study of factors that affect user intentions toward email service switching , 2006, Inf. Manag..

[7]  Sara Henriques de Jesus Paninho Magalhães.  The differential effects of switching costs and attractiveness of alternatives on customer loyalty , 2009 .

[8]  Linda Steg,et al.  Sustainable transportation in Argentina: Values, beliefs, norms and car use reduction , 2013 .

[9]  Christian Homburg,et al.  Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—an empirical analysis , 2001 .

[10]  T. C. Edwin Cheng,et al.  The Driving Forces of Customer Loyalty: A Study of Internet Service Providers in Hong Kong , 2008, Int. J. E Bus. Res..

[11]  David J. Shonk,et al.  Service Quality, Satisfaction, and Intent to Return in Event Sport Tourism , 2008 .

[12]  J. Crompton,et al.  Quality, satisfaction and behavioral intentions , 2000 .

[13]  J. Russell.  Core affect and the psychological construction of emotion. , 2003, Psychological review.

[14]  J. E. Swan,et al.  Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach. , 1989 .

[15]  C. Grönroos,et al.  Managing Customer Relationships for Profit: The Dynamics of Relationship Quality , 1994 .

[16]  H. Wilson,et al.  Customer experience quality: an exploration in business and consumer contexts using repertory grid technique , 2011 .

[17]  Michael D. Johnson,et al.  Service Equity, Satisfaction, and Loyalty: From Transaction-Specific to Cumulative Evaluations , 2003 .

[18]  Cherng Ying Chiou,et al.  A Study of the Enhancement of Service Quality and Satisfaction by Taiwan MICE Service Project , 2012 .

[19]  R. Fisk,et al.  Disconfirmation of Equity Expectations: Effects on Consumer Satisfaction With Services , 1985 .

[20]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[21]  Gerard T. Kyle,et al.  Understanding the internal processes of behavioral engagement in a national park: A latent variable path analysis of the value-belief-norm theory , 2014 .

[22]  R. H. Evans,et al.  An Application of Equity Theory to Buyer-Seller Exchange Situations , 1978 .

[23]  R. Oliver.  Satisfaction: A Behavioral Perspective On The Consumer , 1996 .

[24]  Rosidah Musa,et al.  The Effects of University Quality on Emotional Attachment: A Case from a Private Higher Education Institution☆ , 2014 .

[25]  H. Bansal,et al.  Beyond Service Quality and Customer Satisfaction: Investigating additional Antecedents of Service Provider Switching Intentions , 2015 .

[26]  S. Jang,et al.  Effects of perceived service fairness on emotions, and behavioral intentions in restaurants , 2010 .

[27]  F. Kaiser,et al.  Contrasting the Theory of Planned Behavior With the Value‐Belief‐Norm Model in Explaining Conservation Behavior1 , 2005 .

[28]  P. Bentler,et al.  Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives , 1999 .

[29]  Yu-Shan Chen,et al.  Towards green loyalty: driving from green perceived value, green satisfaction, and green trust , 2013 .

[30]  Thomas O. Jones,et al.  Why Satisfied Customers Defect , 1996 .

[31]  Hung-Che Wu,et al.  A Study of Experiential Quality, Perceived Value, Heritage Image, Experiential Satisfaction, and Behavioral Intentions for Heritage Tourists , 2017 .

[32]  R. Ping.  The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect , 1993 .

[33]  Susan M. Keaveney,et al.  Customer Switching Behavior in Service Industries: An Exploratory Study , 1995 .

[34]  L. Huang,et al.  Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan , 2007 .

[35]  C. Fornell,et al.  Customer Satisfaction, Market Share, and Profitability: Findings from Sweden , 1994 .

[36]  Heesup Han.  Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior , 2015 .

[37]  Christopher L. Carr.  The FAIRSERV Model: Consumer Reactions to Services Based on a Multidimensional Evaluation of Service Fairness , 2007, Decis. Sci..

[38]  V. E. Vinzi,et al.  Examining the effect of novelty seeking, satisfaction, and destination image on tourists' return pattern: A two factor, non-linear latent growth model , 2011 .

[39]  The Effect of Service Fairness on Service Quality, Customer Satisfaction and Customer Loyalty , 2010, 2010 International Conference on Management and Service Science.

[40]  Jaishankar Ganesh,et al.  Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers , 2000, Journal of Marketing.

[41]  G. Fitzsimons.  Consumer Response to Stockouts , 2000 .

[42]  J. S. Adams,et al.  Inequity In Social Exchange , 1965 .

[43]  R. Ping,et al.  Antecedents of satisfaction in a marketing channel , 2003 .

[44]  Cheng Lu Wang,et al.  The impact of affect on service quality and satisfaction: the moderation of service contexts , 2006 .

[45]  J. Crompton,et al.  The Predictive Validity of Alternative Approaches to Evaluating Quality of a Festival , 1995 .

[46]  Hung-Che Wu,et al.  A Study of Revisit Intentions, Customer Satisfaction, Corporate Image, Emotions and Service Quality in the Hot Spring Industry , 2015 .

[47]  K. Chan,et al.  Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity , 2007 .

[48]  P. Patterson,et al.  Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services , 2000 .

[49]  R. Folger,et al.  HRM and service fairness: How being fair with employees spills over to customers , 1999 .

[50]  Young Wook Ha,et al.  Antecedents of Customer Satisfaction and Customer Loyalty for Emerging Devices in the Initial Market of Korea: An Equity Framework , 2013 .

[51]  M. Zargar,et al.  An empirical assessment of the SERVQUAL scale , 2016 .

[52]  W. Bearden,et al.  Selected Determinants of Consumer Satisfaction and Complaint Reports , 1983 .

[53]  Shirley Taylor,et al.  Mediating, Interactive, and Non-linear Effects in Service Quality and Satisfaction with Services Research , 2009 .

[54]  Zeinab Seyed Saleki,et al.  Green product quality, green customer satisfaction, and green customer loyalty , 2012 .

[55]  Troy D. Abel,et al.  A Value-Belief-Norm Theory of Support for Social Movements: The Case of Environmentalism , 1999 .

[56]  D. A. Kenny,et al.  The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. , 1986, Journal of personality and social psychology.

[57]  Li-Shia Huang,et al.  Effects of Theatrical Elements on Experiential Quality and Loyalty Intentions for Theme Parks , 2008 .

[58]  Heesup Han,et al.  What Motivates Delegates’ Conservation Behaviors While Attending a Convention? , 2017 .

[59]  James A. Narus,et al.  A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships , 1984 .

[60]  H. Jung,et al.  Why do satisfied customers switch? Focus on the restaurant patron variety-seeking orientation and purchase decision involvement. , 2012 .

[61]  Yao-Yi Fu.  Exploring New Predictors of Service Fairness in a Restaurant Situation , 2013 .

[62]  R. Teas,et al.  Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment , 1994 .

[63]  J. Nunnally,et al.  Psychometric Theory: NY. , 1978 .

[64]  David L. Mothersbaugh,et al.  Switching barriers and repurchase intentions in services , 2000 .

[65]  R. Sugden,et al.  A Rationale for Preference Reversal , 1983 .

[66]  Hung-Che Wu,et al.  A Study of Behavioral Intentions, Patient Satisfaction, Perceived Value, Patient Trust and Experiential Quality for Medical Tourists , 2016 .

[67]  R. Oliver.  Measurement and evaluation of satisfaction processes in retail settings. , 1981 .

[68]  Beomjoon Choi,et al.  The impact of outcome quality, interaction quality, and peer‐to‐peer quality on customer satisfaction with a hospital service , 2013 .

[69]  N. Tuan.  Effects of Service Quality and Price Fairness on Student Satisfaction , 2012 .

[70]  Moon-Koo Kim,et al.  The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services , 2004 .

[71]  R. Bies,et al.  Beyond "voice": The influence of decision-maker justification and sincerity on procedural fairness judgments. , 1987 .

[72]  Aida Azlina Mansor,et al.  Hierarchical Service Quality Model towards Student Satisfaction , 2012 .

[73]  W. Frost,et al.  How green was my festival: Exploring challenges and opportunities associated with staging green events , 2010 .

[74]  P. Patterson,et al.  A cross-cultural study of switching barriers and propensity to stay with service providers , 2003 .

[75]  J. Steenkamp,et al.  The Role of Optimum Stimulation Level in Exploratory Consumer Behavior , 1992 .

[76]  J. Carman.  Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions , 1990 .

[77]  J. Hair.  Multivariate data analysis : a global perspective , 2010 .

[78]  T. Tyler,et al.  The Social Psychology of Procedural Justice , 1988 .

[79]  Rebecca K. Ratner,et al.  Choosing less-preferred experiences for the sake of variety. , 1999 .

[80]  P. Stern.  New Environmental Theories: Toward a Coherent Theory of Environmentally Significant Behavior , 2000 .

[81]  J. Lee,et al.  Quality of a Green Destination as Perceived by Convention Attendees: The Relationship between Greening and Competitiveness , 2011 .

[82]  Heesup Han,et al.  Switching intention model development: role of service performances, customer satisfaction, and switching barriers in the hotel industry. , 2011 .

[83]  Katherine N. Lemon,et al.  Customer Experience Creation: Determinants, Dynamics and Management Strategies , 2009 .

[84]  Joseph O. Rentz,et al.  A measure of service quality for retail stores: Scale development and validation , 1996 .

[85]  Rex B. Kline,et al.  Principles and Practice of Structural Equation Modeling , 1998 .

[86]  W. DeSarbo,et al.  Response Determinants in Satisfaction Judgments , 1988 .

[87]  David E. Bell,et al.  Regret in Decision Making under Uncertainty , 1982, Oper. Res..

[88]  Cher-Min Fong,et al.  Green product quality, green corporate image, green customer satisfaction, and green customer loyalty , 2010 .

[89]  S. Jang,et al.  The effects of interactional fairness on satisfaction and behavioral intentions: mature versus non-mature customers. , 2009 .

[90]  J. J. Cronin,et al.  Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach , 2001 .

[91]  Hung-Che Wu.  What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan , 2017 .

[92]  A. Parasuraman,et al.  SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. , 1988 .

[93]  Heesup Han,et al.  Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions , 2011 .

[94]  Paramaporn Thaichon,et al.  Integrated Marketing Communications and Their Effects on Customer Switching Intention , 2016 .

[95]  Carmen Barroso Castro,et al.  The influence of market heterogeneity on the relationship between a destination's image and tourists’ future behaviour , 2007 .

[96]  Barbara E. Kahn,et al.  Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data , 1986 .

[97]  Hung-Che Wu,et al.  An Empirical Analysis of Synthesizing the Effects of Festival Quality, Emotion, Festival Image and Festival Satisfaction on Festival Loyalty: A Case Study of Macau Food Festival , 2015 .

[98]  Adams Js.  Towards an understanding of inequity , 1963 .

[99]  C. Grönroos.  A Service Quality Model and its Marketing Implications , 1984 .

[100]  Ching-Fu Chen,et al.  Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists , 2010 .

[101]  Kem Z. K. Zhang,et al.  Zhang Et Al.: Online Service Switching Behavior Online Service Switching Behavior: the Case of Blog Service Providers , 2022 .

[102]  David Mazursky,et al.  When consumers switch brands , 1987 .

[103]  S. Hyun,et al.  Influence of perceived service fairness on relationship quality and switching intention: an empirical study of restaurant experiences , 2016 .

[104]  P. S. Raju.  Optimum Stimulation Level: Its Relationship to Personality, Demographics, and Exploratory Behavior , 1980 .

[105]  Robert J. Kwortnik,et al.  Service Loyalty , 2008 .

[106]  E. Pessemier,et al.  Variety Seeking Behavior: An Interdisciplinary Review , 2018 .

[107]  D. Cicchetti.  Emotion and Adaptation , 1993 .

[108]  A. Fawzy.  The Service Recovery Process in the Meetings, Incentives, Conventions, and Exhibitions Industry: A Conceptual Model , 2009 .

[109]  C. Anton,et al.  The mediating effect of satisfaction on consumers' switching intention , 2007 .

[110]  Rong-Da Liang,et al.  Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. , 2009 .

[111]  Caryl E. Rusbult,et al.  Exchange variables as predictors of job satisfaction, job commitment, and turnover: The impact of rewards, costs, alternatives, and investments. , 1981 .

[112]  M. Rizwan,et al.  Antecedents of Customer Switching Intentions: A case study of Nokia Mobile Phones’ users , 2013 .

[113]  Apostolos Giovanis,et al.  The role of service fairness in the service quality – relationship quality – customer loyalty chain , 2015 .

[114]  Yi-Ching Hsieh,et al.  A Study of the Impacts of Service Quality on Relationship Quality in Search-Experience-Credence Services , 2004 .

[115]  Faizan Ali,et al.  The effect of physical environment on passenger delight and satisfaction: Moderating effect of national identity , 2016 .

[116]  Leonard L. Berry,et al.  Service fairness: What it is and why it matters , 1998 .

[117]  Michael E. Porter,et al.  Green and Competitive : Ending the Stalemate , 1996 .

[118]  P. Abeele,et al.  Decline and variability in brand loyalty. , 1997 .

[119]  Mary Jo Bitner,et al.  Servicescapes: The Impact of Physical Surroundings on Customers and Employees: , 1992 .

[120]  M. Hsu,et al.  Service Fairness, Consumption Emotions, Satisfaction, and Behavioral Intentions: The Experience of Chinese Heritage Tourists , 2013 .

[121]  P. Wilton,et al.  Models of Consumer Satisfaction Formation : An Extension , 1988 .

[122]  Debra L. Shapiro,et al.  Threats, Bluffs, and Disclaimers in Negotiations , 1994 .

[123]  Hung-Che Wu,et al.  Synthesizing the effects of experiential quality, excitement, equity, experiential satisfaction on experiential loyalty for the golf industry: The case of Hainan Island , 2016 .

[124]  Hung-Che Wu,et al.  Synthesizing the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention , 2016 .

[125]  R. Bagozzi.  The self-regulation of attitudes, intentions, and behavior , 1992 .

[126]  S. O. Olsen,et al.  Consideration set size, variety seeking and the satisfaction-repurchase loyalty relationship at a product category level , 2013 .

[127]  R. Bagozzi.  Marketing as Exchange , 1975 .

[128]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[129]  Luis Fernando Hor-Meyll,et al.  Factors affecting mobile users' switching intentions: a comparative study between the brazilian and german markets , 2013 .

[130]  Hung-Che Wu,et al.  Assessment of Service Quality in the Hotel Industry , 2013 .

[131]  Richard P. Bagozzi,et al.  On the Use of Structural Equation Models in Experimental Designs , 1989 .

[132]  H. Assael.  Consumer behavior and marketing action , 1981 .

[133]  A. Parasuraman,et al.  A Conceptual Model of Service Quality and Its Implications for Future Research , 1985 .

[134]  Dawn Iacobucci,et al.  Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer , 1995 .

[135]  Enrique Bigné,et al.  When satisfied consumers do not return: Variety seekings effect on short- and long-term intentions , 2012 .

[136]  Yu-Qian Zhu,et al.  Service Fairness and Customer Satisfaction in Internet Banking: Exploring the Mediating Effects of Trust and Customer Value , 2012, Internet Res..

[137]  David M. Szymanski,et al.  Customer satisfaction: A meta-analysis of the empirical evidence , 2001 .

[138]  M. Nawaz,et al.  Impact of Customer Satisfaction on Customer Loyalty and Intentions to Switch: Evidence from Banking Sector of Pakistan , 2011 .

[139]  Heesup Han.  The norm activation model and theory-broadening: Individuals' decision-making on environmentally-responsible convention attendance , 2014 .

[140]  Esther P. Y. Tang,et al.  Analyzing Variety Seeking Behavior Using Panel Data , 2007 .

[141]  M. Browne,et al.  Alternative Ways of Assessing Model Fit , 1992 .

[142]  C. Rusbult.  Commitment and Satisfaction in Romantic Associations: A Test of the investment Model , 1980 .

[143]  R. Kwortnik,et al.  The Influence of Guest Perceptions of Service Fairness on Lodging Loyalty in China* , 2011 .

[144]  G. Lakoff,et al.  Philosophy in the flesh : the embodied mind and its challenge to Western thought , 1999 .

[145]  Rungting Tu,et al.  The role of service value and switching barriers in an integrated model of behavioural intentions , 2011 .