The Effect of Perceived Core Service and Peripheral Service on Perceived Value, eWOM, and Revisit Intention Use of Local Restaurants in Samut Songkhram Province.
Keywords:
Local Restaurants, Perceived Service, Perceived Value, Electronic Word-of-Mouth (eWOM), Revisit Intention, Structural Equation Modeling (SEM)Abstract
This research aimed to: 1) examine the levels of customer perception regarding core services, supplementary services, perceived value, electronic word-of-mouth (eWOM), and revisit intention toward local restaurants; 2) test the influence of perceived value on eWOM and revisit intention; 3) examine the influence of perceived core services on eWOM among customers of local restaurants; 4) investigate the impact of perceived supplementary services on revisit intention; 5) explore the mediating role of perceived value in the relationship between perceived core services and eWOM; and 6) test the mediating role of perceived value in the relationship between perceived supplementary services and revisit intention toward local restaurants. The sample consisted of 400 customers of local restaurants in Samut Songkhram Province. The sample size was determined using Krejcie & Morgan’s (1970) table, a widely accepted guideline for determining sample size based on population size. Convenience sampling was employed due to contextual relevance and accessibility constraints. Data were analyzed using Structural Equation Modeling (SEM) with specialized statistical software.
The results indicated that the model demonstrated an acceptable fit: RMSEA = 0.085, GFI = 0.923, AGFI = 0.961, TLI = 0.925, and CFI = 0.937. Of the eight proposed hypotheses, seven were supported while one was not. Core and supplementary service perceptions had a direct effect on perceived value and revisit intention. Additionally, perceived core and supplementary services indirectly influenced electronic word-of-mouth through revisit intention. These findings underscore the importance of enhancing service quality and aligning marketing strategies with customer expectations to foster loyalty and advocacy in the context of local dining establishments.
References
ชญานิน วังซ้าย. (2560). Food will keep us alive. จุลสารวิชาการการท่องเที่ยว, 3(1), 61-66.
ศุภริน เจริญพานิช. (2564). บทวิเคราะห์ธุรกิจSMEs (Quick Study) สาขาธุรกิจร้านอาหาร. https://www.sme.go.th/upload/mod_download/download20210909160132.pdf
สำนักงานบริหารการวิจัย นวัตกรรมและการสร้างสรรค์ (สวนส.) มหาวิทยาลัยศิลปากร. (2565, 12 พฤษภาคม). จังหวัดสมุทรสงคราม. https://citly.me/VWJca.
Ali, F., & Kim, W. G. (2020). Understanding customer experience and satisfaction through augmented reality in retail: Insights from the food sector. Journal of Retailing and Consumer Services, 54, 102031.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
Atito, M., El-Jalil, A., Gaber, S., & Rady, A. (2023). The effect of e-WOM through social media on purchasing intention the mediating role of e-trust at the Egyptian Youth Hostels. International Journal of Tourism and Hospitality Management, 6(1), 206-228.
Benrit, P. & Trakulmaykee, N. (2016). The relationships among food quality, service quality, physical environment and customers’ satisfaction in Thai dining restaurant in Malaysia. Journal of Management Sciences, 3(1), 41-61.
Bjork, P., & Kauppinen-Räisänen, H. (2016). Local food: A source for destination attraction. International Journal of Contemporary Hospitality Management, 28(1), 177-194.
Chua, B. L., Ooi, K. B., Tan, B. I., & Chong, A. Y. L. (2019). Influence of online brand community on brand loyalty in the context of a mobile social media platform. International Journal of Information Management, 49, 437-450.
Chua, W. L., Legido-Quigley, H., Ng, P. Y., McKenna, L., Hassan, N. B., & Liaw, S. Y. (2019). Seeing the whole picture in enrolled and registered nurses’ experiences in recognizing clinical deterioration in general ward patients: A qualitative study. International Journal of Nursing Studies, 95, 56–64. https://doi.org/10.1016/j.ijnurstu.2019.04.012
Clark, M. A., & Wood, R. C. (1999). Consumer loyalty in the restaurant industry: A preliminary exploration of the issues. British Food Journal, 101(4), 317-327.
Cohen, J. (1977). Statistical Power Analysis for Behavioral Sciences. Academic Press.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). SAGE Publications.
Filieri, R., Raguseo, E., & Vitari, C. (2021). What moderates the influence of eWOM on sales? A meta-analysis of the moderating effects of product and eWOM characteristics. Journal of Business Research, 122, 182-196.
Gremler, D. D., & Brown, S. W. (1996). Service loyalty: Its nature, importance and implications. In B. Edvardsson, S. W. Brown, R. Johnston, & E. Scheuing (Eds.), QUIS V: Advancing Service Quality: A Global Perspective (pp. 171-81). n.p
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
James, L. R., & Brett, J. M. (1984). Mediators, moderators, and tests for mediation. Journal of Applied Psychology, 69(2), 307–321. https://doi.org/10.1037/0021-9010.69.2.307
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample sizes for research activities. Educational and Psychological Measurement, 30(3), 607–610.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.
Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese Restaurants in the US: What Affects Customer Satisfaction and Behavioral Intentions?. International Journal of Hospitality Management, 28(3), 338 - 348.
Lovelock, C., & Wirtz, J. (2011). Services Marketing: People, Technology, Strategy (7th ed.). Pearson.
Mattila, A. (2001). Emotional bonding and restaurant loyalty. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 73–79. https://doi.org/10.1016/S0010-8804(01)81012-0
Mehrabi, K., Bakhtyari, A., Mofarahi, M., & Lee, C.-H. (2022). Facile and accurate calculation of the density of amino acid salt solutions: A simple and general correlation vs artificial neural networks. Energy & Fuels, 36(14), 7661–7675. https://doi.org/10.1021/acs.energyfuels.2c00744
Mehrabi, M., & Tchamkerten, A. (2022). Error-correction for sparse support recovery algorithms. IEEE Transactions on Information Theory, 68(10), 7396–7409. https://doi.org/10.1109/TIT.2022.3191953
Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82.
Ryu, K., & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction in quick-casual restaurants: The moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310–329. https://doi.org/10.1177/1096348009350624
Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B. (2021). Effect of electronic word of mouth (e-WOM) and perceived value on purchase intention during the COVID-19 pandemic in the case of ready-to-eat food. International Journal of Behavioral Analytics, 1(2), 1-16.
Susskind, A.M. & Chan, E.K. (2000). How restaurant features affect check averages: A study of the Toronto restaurant market. The Cornell Hotel and Restaurant Administration Quarterly, 41(6), 56-63.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Vongchavalitkul, G. (2017). Factors influencing the success of small/medium business through social commerce. [Master’s thesis]. Mahidol University.
Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A., & Bitner, M. J. (2003). Services Marketing: Integrating Customer Focus Across the Firm. (3rd ed). McGraw-Hill Irwin.
