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Examining the Role of Multidimensional Value on Satisfaction and Loyalty in Chinese Shopping Tourism Behaviour: The Moderating Effect of Involvement

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Title: Examining the Role of Multidimensional Value on Satisfaction and Loyalty in Chinese Shopping Tourism Behaviour: The Moderating Effect of Involvement
Author: Liang, Yutong
Department: School of Hospitality, Food and Tourism Management
Program: Tourism and Hospitality
Advisor: Choi, Chris
Abstract: Drawing on the literature on quality, value, satisfaction, and loyalty in tourism and shopping, the present study evaluates the effects of multidimensional value and quality on satisfaction and loyalty in shopping tourism context. Using a sample of 413 tourists from Mainland China travelled to Japan, this study applies path analysis to validate the proposed framework. The results support the relationship between functional value, epistemic value, experience quality, and entertainment with satisfaction, and functional value, epistemic value with loyalty. Money and time spent are found as two additional outcomes of satisfaction. The study also demonstrates the moderating effect of involvement between satisfaction and money spent. This research would help DMOs and local retailers to design store settings and servicescape more attractively to maintain tourist satisfaction level, enhance loyalty, and boost money and time spent by tourists in the competitive market.
URI: http://hdl.handle.net/10214/17996
Date: 2020-05
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Embargoed Until: 2021-05-25


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