Data Analysis Report Essay Example | Topics and Well Written Essays - 2000 words - 1

Data Analysis Report - Essay Example The personal beliefs of the person, balanced by the significance that he or she attributes to the influence of others, help determine behavioural intentions. Finally, behavioural intentions are the integration of one’s attitudes toward certain behaviour along with the subjective norms associated with such behaviour; behavioural intentions have also been shown to influence actual behaviour (Miller, 2005). The theory of reasoned action has been frequently used for determining the purchase intentions of consumers. For example, the study of Korzaan (2003) applied the theory on examining college student’s online purchasing intentions. Findings showed that attitudes toward online purchasing had a significant influence on behavioural intentions to become involved in conducting purchases online. The study of Kim and Cheung (2011) also showed how personal values and beliefs strongly influenced consumer attitudes toward purchasing a particular product; moreover, previous experien ces also helped predict purchase intentions while perceived behavioural control acted as a mediator in the relationship between attitudes and purchase intentions. ... ce Quality It has been asserted by Zeithaml, Parasuraman and Berry (1993) that the quality of services can be measured by examining the gap that exists between customers’ expectations and the actual services delivered by employees. Their SERVQUAL model was developed in order to measure such gap, thereby allowing organisations and researchers alike to determine possible service areas that can be further enhanced. Service quality can be evaluated through the perceptions of customers regarding a specific service and its level of quality, hence the following dimensions: reliability to identify whether employees were able to provide an accurate and dependable delivery of services; assurance which is characterized by the ability of employees to create a sense of trust and favourable expectations among customers; responsiveness which refers to the ability of employees in attending to their customers in a prompt manner; empathy that is demonstrated through care and concern for custome rs’ specific needs; and tangibles that are evident through physical appearances and materials. Service quality has been constantly linked to a number of concepts such as customer satisfaction and loyalty. According to Kondou (1999), customer satisfaction is a positive affective response that is brought about by the person’s evaluation of a certain situation. The theory and practice of service marketing heavily relies on the satisfaction of customer needs due as this can ultimately result to increased profitability. Companies that deliver services which customers often perceive as satisfying can not only increase satisfaction but also increase positive behavioural intentions through customer loyalty. Kang, Okamoto, and Donovan (2004) showed that tangibles showed that tangibles were the most