Concluding Remarks
EFA concludes that there are four factors behind the perceived service quality scores. According to CFA, the measurement model for this four-factor structure performs well in terms of validity and reliability and hence four summated scales can be used as indicators for service quality in developing structural model. SEM supports that service quality affects perceived value, overall satisfaction and loyalty directly. However, it is found that perceived value and overall satisfaction do not have direct and significant effect on loyalty. So to increase loyalty for this harbour cruise company, improving the service quality is more important than improving perceived value and satisfaction.
There are several limitations in this study. The generalizability of this study is limited due to three reasons. Firstly, the data are collected from 302 travellers in two summer cruise trips run by one harbor cruise company. Larger sample size and extension to other harbor cruise companies are needed to understand the determinants of loyalty for harbor cruise industry in Hong Kong. Secondly, this study used one single item only to measure overall satisfaction and perceived value to reduce the burden of respondents and the time for the interview. For further research, multiple-item scales are preferred so that their validity and reliability can be assessed through CFA. Also they may enhance the interpretation and prediction of perceived value, overall satisfaction and loyalty. Thirdly, the analysis is based on a survey data set collected in July 2004 when “A Symphony of Lights” show is newly introduced by Hong Kong Tourism Board. Further study is necessary to examine whether the relationships among service quality, perceived value, customer satisfaction and customer loyalty change with time.
Concluding RemarksEFA concludes that there are four factors behind the perceived service quality scores. According to CFA, the measurement model for this four-factor structure performs well in terms of validity and reliability and hence four summated scales can be used as indicators for service quality in developing structural model. SEM supports that service quality affects perceived value, overall satisfaction and loyalty directly. However, it is found that perceived value and overall satisfaction do not have direct and significant effect on loyalty. So to increase loyalty for this harbour cruise company, improving the service quality is more important than improving perceived value and satisfaction.There are several limitations in this study. The generalizability of this study is limited due to three reasons. Firstly, the data are collected from 302 travellers in two summer cruise trips run by one harbor cruise company. Larger sample size and extension to other harbor cruise companies are needed to understand the determinants of loyalty for harbor cruise industry in Hong Kong. Secondly, this study used one single item only to measure overall satisfaction and perceived value to reduce the burden of respondents and the time for the interview. For further research, multiple-item scales are preferred so that their validity and reliability can be assessed through CFA. Also they may enhance the interpretation and prediction of perceived value, overall satisfaction and loyalty. Thirdly, the analysis is based on a survey data set collected in July 2004 when “A Symphony of Lights” show is newly introduced by Hong Kong Tourism Board. Further study is necessary to examine whether the relationships among service quality, perceived value, customer satisfaction and customer loyalty change with time.
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