Decision-making framework of customer perception of value in Taiwanese spa hotels

Iuan-Yuan Lu1, Jerry Yuwen Shiu2
1National Sun Yat-Sen University, Taiwan
2Tajen University, Taiwan
Cite this article:  Lu, I., & Shiu, J. (2011). Decision-making framework of customer perception of value in Taiwanese spa hotels. Social Behavior and Personality: An international journal, 39, 1183-1192.

Volume 39 Issue 9 | e2204 | Published: October 2011 | DOI: https://doi.org/10.2224/sbp.2011.39.9.1183

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In this study we examined the framework linking antecedents of perceived value and willingness to buy in the Taiwanese spa hotel industry. We developed 6 hypotheses to identify the factors that are evaluated by customers. Hierarchical multiple regression analysis of data collected from hotels in 4 major spa regions in Taiwan revealed that the source of multicollinearity among the antecedents resulted in perceived value, which was positively associated with willingness to buy, being assigned varying levels of importance. The results also confirmed the 2 distinct and different effects of perceived price to perceived value and perceived quality in the service domain. Our findings could be used for comparative studies of value perception in other service industries and cultural settings.

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