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首页> 外文期刊>African Journal of Business Management >A study of service model among interactive marketing, service value, customer satisfaction and behavior intention: A case of I-Lan area leisure farm in Taiwan
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A study of service model among interactive marketing, service value, customer satisfaction and behavior intention: A case of I-Lan area leisure farm in Taiwan

机译：互动营销，服务价值，客户满意度和行为意向之间的服务模型研究：以台湾宜兰地区休闲农场为例

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In the current service literature, most researches focus on either physical facility or service personnel. There is little attention to the factor of service process. Therefore, in this paper, the service process into the dimension of interactive marketing was added. This paper tried to link three factors of interactive marketing: service value, customer satisfaction and behavior intention to develop a new service model and to discuss the influential effect and relationship among these factors. By doing these, the leisure business manager could control the key factors and make a success for developing leisure farm business. The results revealed that certain relationships between the structures did appear to respond to each other. These were: (1) interactive marketing (service personnel, physical facility and service process) had a significant positive direct effect on customer satisfaction; (2) physical facility and service process also had a significant positive direct effect on service value, but service personnel did not; (3) interactive marketing through service value or/and customer satisfaction, had a positive indirect effect on behavior intention; (4) service value and customer satisfaction had a significant positive direct effect on behavior intention.
机译：在当前的服务文献中，大多数研究集中在物理设施或服务人员上。很少关注服务过程的因素。因此，本文将服务过程添加到交互式营销的维度中。本文试图将互动营销的三个因素联系在一起：服务价值，客户满意度和行为意图，以开发一种新的服务模型，并讨论这些因素之间的影响和关系。通过这些，休闲业务经理可以控制关​​键因素，并成功发展休闲农场业务。结果表明，结构之间的某些关系确实相互响应。它们是：（1）互动营销（服务人员，实体设施和服务流程）对客户满意度产生了显着的积极直接影响; （2）物理设施和服务过程也对服务价值产生了显着的积极直接影响，但服务人员却没有; （3）通过服务价值或/和客户满意度进行的互动营销，对行为意图产生了积极的间接影响; （4）服务价值和客户满意度对行为意图具有显着的正向直接影响。

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