Increase hotel customer value by reducing relevant perceived
- 1. Increase Hotel Customer Value by Reducing Relevant Perceived Risk in Taiwan 指導教授：吳天元 研 究 生：曾珮甄 頁面範圍： 324 -3 42 DOI 編號： 10.1080/10507050801949696
- 2. Abstract The purpose of this work is to elucidate how perceived risks and customer value are related, and to explore the internal composition of this relationship. this study provides a new shape of the “structural” relationships among six perceived risks and five types of customer value.
- 3. Introduction Providing value –added products and services is he key to survival in the current competitive environment (Gassenheimer et al.,1998). Perceived risks associated with services provided should be incorporated into customer assessments of value. (Crask and Day (2000)and Huber and Herrmann(2000)) The relative importance of various risk factors, including financial risk , functional risk , physical risk , psychological risk , social risk , and temporal risk , typically differ for all purchase decisions; that is, some risk factors are more prevalent then others in particular purchasing situations (Stone & Gronhaug , 1993).
- 4. Objective (i) Analyze the primary factors of characteristics influencing customer-perceived value. (ii) Identify the internal relationship between perceived risk and customer value. (iii) Investigate approaches to reduce customer- perceived risk, and thereby increase hotel value for consumers in Taiwan. This study has the following three aims:
- 5. Hypotheses Functional, Financial and Physical Risks Negatively Affect Functional Value. Social Risk Negatively Affects Social Value. Psychological Risk Negatively Affects Emotional Value. Psychological Risk Negatively Affects Epistemic Value. Temporal Risk Negatively Affects Conditional Value.
- 6. Variables Perceived risks Financial risk Functional risk Psychological risk Social risk Temporal risk Consumer value Functional value Social value Emotional value Epistemic value Conditional value The original research structure of this study.
- 7. Data Analysis And Results Authors interview consumers using quota sampling in hotels and pre-test scales, to improve the validity of the scales . Ten interviewers are trained to visit 600 customers of the hotels in Taipei. Because this study uses personal interview approach while each interviewer would check all questions be well answered . Finally, 452 valid samples or 75.33% of all samples, were recovered.
- 8. Conclusion And Discussion Functional value is related to functional, financial and physical risks (Hypothesis 1). Social value is correlated with social risk (Hypothesis 2). Emotional value is negatively correlated with psychological risk (Hypothesis 3). Epistemic value is negatively correlated with psychological risk (Hypothesis 4). Conditional value is negatively correlated with temporal risk (Hypothesis 5).
- 9. The most obvious is to analyze the relationships between customer value and other variables such as price and brand. Measures of customer-determined value are lacking in reliability and validity, necessitating the design of comprehensive measures. Managers can enhance their understanding of customer perceptions of risks. Conclusion And Discussion Further research in several directions. The most obvious is that ：
- 10. According to the article to share, let the hotel know more about how to reduce such risks, as amended inconvenience to customers, self-image and self-examination hotel and provide customers a higher cognitive value. (pei-chen ， 2008) Conclusion And Discussion
- 11. Thank you for your listening 指導教授：吳天元 研 究 生：曾珮甄 頁面範圍： 324 -3 42 DOI 編號： 10.1080/10507050801949696