THE EFFECT OF PERCEIVED VALUE ON BEHAVIOURAL INTENTIONS

Year 2017, Volume: 4 Issue: 1, 1 - 16, 30.03.2017

Umit Basaran , Ramazan Aksoy

https://doi.org/10.17261/Pressacademia.2017.375

Abstract

Purpose- This study investigates the relation between perceived value
and behavioural intentions in the intercity passenger transportation industry
from a multidimensional point of view. It is expected to contribute to theory
and practice through the conceptualisation of perceived value within the
benefit and sacrifice components and revelation of the effects of these
variables on customers’ behavioural intentions with a holistic
perspective. 

Methodology- Data were collected from 552 consumers that purchased
services from the companies operating in the intercity passenger transportation
industry within the last six months in Turkey. The research model is examined
by using structural equation modelling. 

Findings- The results show that functional, social and emotional
values are more effective on repurchase intention and word of mouth. Likewise,
monetary cost and emotional value are more effective on willingness to pay more
and complaining intention. 

Conclusion- These results may provide practical implications which
could enable managers of intercity passenger transportation companies to
understand the relation between perceived value and behavioural intentions and
improve the customer loyalty on the basis of perceived value. 

Keywords

Perceived value, benefit components, sacrifice components, behavioural intentions, services marketing

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