The Casual Relationship among Service Quality,Perceived Service Value,Loyalty and Variety Seeking: Case of Hot Spring Hotel

The study examines the relationship among service quality, perceived service value, perceived sacrifice, customer satisfaction, behavioral intention, customer loyalty, word-of-mouth and variety seeking by investigating the purchase of hot spring spa service and hot spring resort hotel. Modern marketing of service industry attributes to the demand of customers. Therefore, the study focuses on the customer aspects. Though issues on”how perceived service value and service quality affects customer royalty and repurchase intention” have been widely discussed, there are still issues worthy further research, especially the derivative factors in individual industries. Hence, the study explores a model that elucidates how service quality and perceived service value affect customers in the repurchase of hot spring service. Especially deserve to be mentioned is that the study also makes further investigation about non-monetary perceived price. In addition, exploring how customer repurchase intention and royalty affect variety seeking as well. This explication may give corporate and managers some suggestions in making marketing program decisions.
The study establishes a model to examine the relationship between each construct built in this study by LISREL. The study is to provide references to hot spring hotel managers in making future strategy decision and improving the hot spring resort service to customers. The following is the main conclusion in the study:

1. When the hot spring resort hotel is positioning in luxury segment, there is positive relationship between perceived sacrifice and perceived service value.
2. In the perceived service value model of hot spring resort hotel, the factor to affect customer repurchase intention is mainly through perceived service quality which is determined by customer satisfaction.
3. Among the various kind of hot sprig resort hotel, the royalty of customers expresses in the positive Word of Mouth behavioral intention.
4. The customers positioned in middle or high price level tend to make variety seeking behavior to reduce the uncertainty of the change of their taste.