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Influence of Customer Perceived Value on Behavioral Intention towards Ancient City Bed and Breakfasts: A Case Study of Ancient City Bed and Breakfasts in Lijiang, Yunnan Province, China |
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| รหัสดีโอไอ | |
| Creator | Gang Chen |
| Title | Influence of Customer Perceived Value on Behavioral Intention towards Ancient City Bed and Breakfasts: A Case Study of Ancient City Bed and Breakfasts in Lijiang, Yunnan Province, China |
| Contributor | Fuangfa Amponstira |
| Publisher | Stamford International University Thailand |
| Publication Year | 2563 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 7 |
| Journal No. | 1 |
| Page no. | 14 - 24 |
| Keyword | Customer Perceived Value, Behavioral Intention, Ancient City Bed and Breakfast, Customer Satisfaction. |
| URL Website | http://ajmi.stamford.edu |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | The paper focuses on bed and breakfasts (B&Bs) in the ancient quarters of Lijiang city, Yunnan province, China. It seeks to investigate the influence of customer perceived value on behavioral intention and examine the mediating role of customer satisfaction between customer perceived value and behavioral intention toward ancient city B&Bs. This quantitative research used convenient sampling. 400 questionnaires were distributed to Chinese tourists and the data collected analyzed with SPSS 21.0. The hypothetical model was tested with a Person correlation and multiple regression analyses. The results revealed that five dimensions of customer perceived value had a significant influence on behavioral intention. Among the five dimensions, service value was the most important factor influencing tourists' choice of staying at one of the ancient city B&Bs, followed by emotional value, cultural cognitive value, social value and functional value. As to the relationship between customer perceived value and customer satisfaction, the results showed that in addition to cultural cognitive value, the other four dimensions of customer perceived value have a significant influence on customer satisfaction. Among them, emotional value was the most important factor influencing customer satisfaction, followed by functional value, service value and social value. In addition, customer satisfaction plays a partial mediating role between customer perceived value and behavioral intention. Therefore, the enhancement of customer perceived value would help improve customer satisfaction and generate positive behavioral intention on the part of customers. |
