Integrated Dimensions of Service Cues Influencing Repurchase Behavior in Pakistan
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UNIVERSITI MALAYSIA SARAWAK
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Global evidence confirmed the outstanding growth of the service sector in both developed and developing economies. Service sector dominance led to high consumer awareness, increased competitiveness, and reduced organization supremacy. Prior to this thesis, the established dimensions of service cues stimulating Generation Y satisfaction and repurchase behavior for pure service in Pakistan was drawn from limited knowledge. Therefore, the objective of this thesis was to examine the influence of integrated dimensions of service cues for Generation Y repurchase behavior in Pakistan. The predicted model for integrated dimensions of service cues was based on Stimulus-Organism-Response (S-O-R) theory. Primarily the model advocated that Generation Y behavior in Pakistan was influenced by integration of twelve service cues including ambience, design, cleanliness, service quality, customer-to-customer socialness, owner enthusiasm, custom-made services, interpersonal relationship, client privacy, special treatment benefits, employee ethical behavior, and personal culture. The thesis objective was approached through an initial open interview for predicting service cues. Purposive sampling was used to gather data from twenty-four Generation Y respondents residing in the province of Punjab, and Sindh. An exploratory factor analysis (EFA) was run to finalize the structure of each of the twelve service cues. Prediction of service cues led to the main study. The sample size for the main study was 768 survey questionnaires, based on PLS-SEM 2.0, collected through the mall intercept method. Results revealed that all the twelve service cues influenced Generation Y behavior towards repurchasing a pure service. Also, it was found that satisfaction mediated the relationship between integrated dimensions of service cues and purchase behavior. Moreover, it was also found that purchase influenced the repurchase behavior of Generation Y respondents. Of the five main hypotheses, integrated dimension of service cues was the strongest predictor of purchase. This thesis contributed to S-O-R theory by validating the vii prediction of eight service cues from dimensions such as; social, and personal characteristics of an individual. Moreover, this newly developed integrated model for dimensions of service cues provided an opportunity to budding managers for exploration of latent dimensions of service cues. This helped managers to understand and learn the impact of social networks on changing Generation Y behavior towards pure service. Consequently, developing and implementing service marketing strategies. Furthermore, limitation and suggestions for future research were further explained and incorporated in this thesis.