Browse > Article
http://dx.doi.org/10.9708/jksci.2022.27.07.177

A study on the impact of service quality of stage performance on willingness to continuously watch based on virtual reality technology  

Sun, Qiao (Dept. of Dance, College Higher Vocational Education, Anshan Normal University)
Abstract
In this paper, we attempt to explore consumers' willingness to continuously watch stage performances on virtual reality technology platforms and the mediating role of the psychological contract in it through the integration of service quality theory, thus constructing a continuous viewing model and conducting an empirical analysis through SPSS and AMOS. Through the analysis, we came to the following conclusions: 1. Interaction quality, physical environment quality, and outcome quality have a positive impact on psychological contract; 2. The psychological contract has a positive impact on the willingness to continuously watch; 3. Interaction quality, physical environment quality, and outcome quality positively influence the willingness to continuously watch through psychological contract. Therefore, this model can be used by companies to grasp consumers' perceptions of their own service quality and to formulate specific strategies, and it provides new directions and insights for stage performance companies.
Keywords
interaction quality; outcome quality; physical environment quality; psychological contract; willingness to continue watching continue watching;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 Pelau, C., Dabija, D. C., & Ene, I. What makes an AI device human-like? The role of interaction quality, empathy and perceived psychological anthropomorphic characteristics in the acceptance of artificial intelligence in the service industry. Computers in Human Behavior, 122, 106855. 2021.12. DOI: https://doi.org/10.1016/j.chb.2021.106855   DOI
2 Singh, G., Slack, N., Sharma, S., Mudaliar, K., Narayan, S., Kaur, R., & Sharma, K. U. Antecedents involved in developing fast-food restaurant customer loyalty. The TQM Journal. 2020.08.DOI: doi/10.1108/TQM-07-2020-0163   DOI
3 Cronin Jr., J.J., and Taylor, S.A. SERVPERF vs. SERVQUAL: reconciling performance based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58 (1), 125 131. 1994.01 DOI: doi.org/10.1177/002224299405800110   DOI
4 Lushand & Brown, Interdependency, Contracting, and Relational Behavior in Marketing Channels, Journal of Marketing, Volume: 60 issue: 4, page(s): 19-38. 1996.10. DOI: doi.org/10.1177/002224299606000404   DOI
5 Geng, R., & Chen, J. The Influencing Mechanism of Interaction Quality of UGC on Consumers' Purchase Intention-An Empirical Analysis. Frontiers in Psychology, 2021.12. https://doi.org/10.3389/fpsyg.2021.697382   DOI
6 Blancero and Ellram, Strategic supplier partnering: a psychological contract perspective, International Journal of Physical Distribution &Logistics Management, Vol. 27 No. 9/10,pp.616-629.1997.12. DOI: doi.org/10.1108/09600039710188684   DOI
7 Eskiler, E., & Safak, F. Effect of Customer Experience Quality on Loyalty in Fitness Services. Physical Culture and Sport, 94(1),21-34.2022.03.DOI:10.2478/pcssr-2022-0003   DOI
8 Bitner,M.J.Servicescapes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), 57-71.1992.04 DOI: doi.org/10.1177/002224299205600205   DOI
9 Choi, B. J., & Kim, H. S. The impact of outcome quality, interaction quality, and peer-to-peer quality on customer satisfaction with a hospital service. Managing Service Quality: An International Journal. 2013.05. DOI:10.1108/09604521311312228   DOI
10 Choy, JY, & Salleh, MI Hierarchical Service Quality Analysis Using Structural Equation Modeling (SEM): A Case on Malaysian Taxi. Asian Journal of Research in Business and Management, 4(1), 269-286. 2022. 05. DOI: 10.1016/j.tbs.2021.04.006   DOI
11 Nguyen, N., & Wang, J. The impact of retailers' indoor environmental quality on consumer purchase decision. International Journal of Retail & Distribution Management. 2021.01. DOI: 10.1108/IJRDM-04-2020-0130   DOI
12 Ali, AM, Doski, SA, & Saadon, AI. The Impact of Service Quality Dimensions on Customer Satisfaction: Case Study of University Utara Malaysia. Asian Journal of Social Sciences and Management Studies, 9(1), 11-17. 2022.02. DOI:10.20448/ajssms.v9i1.3700   DOI