A Study on Effects of Untact Service Quality on the Attitude Formation and Behavior Intention in Small Accommodation Industry

Abstract

This study aims to examine the relationships among untact service quality, customer satisfaction, and continuous usage intentions for users of small accommodations. The study of the characteristics of untact service quality and their impact on customer attitudes and behavioral intentions has been relatively overlooked despite its importance. Therefore, this study aims to contribute to expanding the understanding of the relevant field by examining the causal relationships between the dimensions of untact service quality, customer satisfaction, and continuous usage intentions. Additionally, it is significant that this study focuses on the growing small accommodation sector in the aftermath of COVID-19. he empirical analysis results showed that untact service quality had a partially significant positive(+) relationship with perceived value, and untact service quality also had a partially significant positive(+) relationship with customer satisfaction. Perceived value showed a significant positive(+) relationship with customer satisfaction, and it also exhibited a significant positive(+) relationship with continuous usage intentions. Customer satisfaction was found to have a significant positive(+) relationship with continuous usage intentions. Customers who are satisfied with untact service quality are expected to continue using untact services. The results of this study are expected to provide important theoretical contributions and practical implications regarding the impact of untact service quality dimensions on customer attitudes and behavioral intentions.