ABSTRACT
This study is aimed at investigating the role of service quality on location and price perception to purchase decision. It is argued that moviegoers have unique behaviours on the process of purchasing decision in a cinema. In this study, 150 moviegoers are employed as the participants. Reinforcement motivation is used to analyse the purchasing decision process of this research. It is believed that service quality provided by cinemas' management has a significant effect on the participants' decision making process. The result shows that the service quality does not mediate the influence of location and price perception on purchase decision. Some limitation and future research are discussed.
- Engel, James F., Kollat, David T. and Blackwell, Rodger D. 1968. Consumer Behavior, 1st ed. New York: Holt, Rinehart and Winston.Google Scholar
- Nicosia, Francesco M. 1966. Consumer Decision Process. Englewood Cliffs, N.J.: Prentice Hall.Google Scholar
- Dewey, J. 2007. How we think. New York: Cosimo.Google Scholar
- Kotler, P. 2012. Marketing Management, Pearson Customer Publishing.Google Scholar
- Rossiter, J and Bellman, S., 2005. Marketing Communications: Theory and Applications, Pearson Australia.Google Scholar
- Kotler, P., Keller, K. L., Koshy, A. and Jha, M. 2009. Marketing Management - A South Asian Perspective, but China and Japan also contribute 13th ed. India: Prentice Hall.Google Scholar
- Santoso, A. and Widowati, S. 2011. Pengaruh Kualitas Pelayanan, Fasilitas dan Lokasi terhadap Keputusan Pembelian, Jurnal Dinamika Sosial Budaya, 2, 179--190.Google Scholar
- Tjiptono, F., Chandra, G. and Adriana, D. 2008. Pemasaran strategik. Yogyakarta: Andi.Google Scholar
- Parasuraman, A., Zeithaml, V. A. and Berry, L. L. 1998. Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. In Handbuch Dienstleistungsmanagement Gabler Verlag, Wiesbaden, 449--482.Google Scholar
- Zolfaghari, A., Sabran, M. S. and Zolfaghari, A. 2009. Internationalization of Higher Education: Challenges, Strategies, Policies and Programs, US-China Education Review, 6, 5, 1--9.Google Scholar
- Anderson, J. C. and Gerbing, D. W. 1988. Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103, 3, 411.Google Scholar
- Fornell, C. and Larcker, D. F. 1981. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382--388.Google ScholarCross Ref
- Jiao, P. and Nax, H. H. 2016. When is Market the Benchmark? Reinforcement Evidence from Repurchase Decisions, 781.Google Scholar
- Okorie, M. N. 2016. The Influence of Advertising on the Consumption Pattern of Civil Servants and Business Community in Ebonyi State and Enugu Metropolis. (Doctoral dissertation, University of Nigeria).Google Scholar
- Nanayakkara, K. F. S. 2014. Contribution of Front Office Staff towards Customer Satisfaction of ABC (Pvt.) Ltd. (Doctoral dissertation, Cardiff Metropolitan University).Google Scholar
- Floh, A., Koller, M. and Zauner, A. 2013. Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour. Journal of Marketing Management, 29, 5-6, 646--670.Google ScholarCross Ref
- Ryan, R. M. and Deci, E. L. 2000. Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55, 1, 68--78.Google ScholarDigital Library
- Jiumpanyarach, W. 2018. The impact of social trends: teenagers' attitudes for organic food market in Thailand. International Journal of Social Economics, 45, 4, 682--699.Google ScholarCross Ref
- Yami Gurmu, M. 2017. Price transmission in the era of global food market turmoil: the case of maize and wheat commodities in Ethiopia. (Doctoral dissertation, University of Pretoria).Google Scholar
- Baack, D. W., Wilson, R. T., van Dessel, M. M. and Patti, C. H. 2016. Advertising to businesses: Does creativity matter? Industrial Marketing Management, 55, 169--177.Google ScholarCross Ref
- Salami, S. S. 2016. Awareness on the Influence of Macro-Environmental Forces on Marketing Activities of Small Scale Business Operators in Oyo State (Doctoral dissertation).Google Scholar
- Bandura, A. 1977. Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84, 2, 191.Google ScholarDigital Library
- Amjad, N. and Wood, A. M. 2009. Identifying and changing the normative beliefs about aggression which lead young Muslim adults to join extremist anti-Semitic groups in Pakistan. Aggressive Behavior. 35, 514--519.Google ScholarCross Ref
- Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., and Sajjad, M. 2016. Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33, 2, 388--400.Google ScholarDigital Library
- Yoon, Y., Polpanumas, C. and Park, Y. J. 2017. The Impact of Word of Mouth via Twitter On Moviegoers' Decisions and Film Revenues: Revisiting Prospect Theory: How WOM about Movies Drives Loss-Aversion and Reference-Dependence Behaviors. Journal of Advertising Research, 57, 2, 144--158.Google ScholarCross Ref
- Wang, J. Q., Zhang, X. and Zhang, H. Y. 2018. Hotel recommendation approach based on the online consumer reviews using interval neutrosophic linguistic numbers. Journal of Intelligent & Fuzzy Systems, 34, 1, 381--394.Google ScholarDigital Library
- Ringle, C. 2018. In Print and On Screen: Film Columns, Criticism, and Culture in Early Hollywood. Enterprise & Society, 19, 1, 216--225.Google ScholarCross Ref
- OBrien, E. 2017. Gimmick or Game-Changer? Closed-and Open-Ended Content Analyses Examining Individual Qualities and Personality Traits Associated with Selective Exposure to and Enjoyment of 3D Film (Doctoral dissertation, The University of Texas at San Antonio).Google Scholar
- Dahlgren, R. L. (2017). Education and Popular Culture Narratives. In From Martyrs to Murderers. SensePublishers, Rotterdam. 13--30.Google ScholarCross Ref
Index Terms
- The Role of Service Quality on Location and Price Perception on the Purchasing Decision Process
Recommendations
Brand recognition, service quality and price competition
ICEC '05: Proceedings of the 7th international conference on Electronic commerceThe Internet has significantly improved the bargaining power of consumers. Many online shopping search engines allow users to find most retailers that sell a specified product, compare product prices, and review detailed store ratings. With competition ...
The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision: A Case of Instagram
This study aims to explore factors that have impact on purchase decision on a social commerce, viz., social media Instagram. Thus, several dimensions namely eWOM referral, celebrity endorsement, information quality, brand satisfaction, brand trust and ...
Oligopolistic price competition and adverse price effect in online retailing markets
Abstract: The majority of theoretical vertical differentiation models in the literature derive equilibrium prices that exhibit what we call an ''adverse price effect:'' for a low quality firm, the equilibrium price may decrease when the product quality ...
Comments