Service experience on skin cares customer attitude: the mediating role of self-congruity and functional congruity
DOI:
https://doi.org/10.26740/bisma.v13n1.p37-46Keywords:
consumer attitude, functional congruity, self-congruity, service experienceAbstract
This paper aimed to provide empirical evidence of the relationship between service experience, self-congruity, functional congruity, and consumer attitude. The hypothesis in this study showed that service experience affected self-congruity and functional congruity which in turn will have an impact on consumer attitude. Data were collected through online surveys, on skin care consumer in East Java Indonesia. Hypotheses were tested using the structural equation modelling technique by WARP PLS. This paper validated the role of service experience as a mechanism facilitating the development of customer's self-congruity and functional congruity toward a skin care clinic. It also found that service experience affected in self-congruity and functional congruity, self-congruity, and functional congruity mediated the relationship between service experience and consumer attitude.
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Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.052.
Darmesta, B. S. (2000). Manajemen Pemasaran: Analisa Perilaku Konsumen (1st ed.). Yogyakarta: BPFE Yogyakarta.
Hair, J. F. (2010). Multivariate Data Analysis (7th ed.). Pearson Prentice Hall.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate Data Analysis (7th ed.). Pearson Prentice Hall.
Hogg, M. K., Banister, M. (2010). Dislikes, Distastes and the Undesired Self¯: Conceptualising and Exploring the Role of the Undesired End State in Consumer Experience. Journal of Marketing Management, 17(1), 73-104. https://doi.org/10.1362/0267257012571447.
Jamal, A., & Goode, M. M. H. (2009). Consumers and brands¯: a study of the impact of self-image congruence on brand preference and satisfaction. Marketing Intelligence & Planning, 19(7), 482-492. https://doi.org/10.1108/02634500110408286.
Jones, R. P., & Runyan, R. C. (2013). Brand experience and brand implications in a multi-channel setting. Brand experience and brand implications in a multi-channel setting, 23(3), 265-290. https://doi.org/10.1080/09593969.2013.781531.
Kang, J., Tang, L., Yup, J., & Bosselman, R. H. (2012). International Journal of Hospitality Management Understanding customer behavior in name-brand Korean coffee shops¯: The role of self-congruity and functional congruity. International Journal of Hospitality Management, 31(3), 809-818. https://doi.org/10.1016/j.ijhm.2011.09.017.
Lee, J.E., Goh, M.L. and Mohd Noor, M.N.B. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161-178. https://doi.org/10.1108/PRR-11-2018-0031
Maholtra, N. K., & Peterson, M. (2009). Basic marketing research. A decisionmaking approach. New Jersey, USA: Pearson/ Prentice Hall.
Mangleburg, T. F., Sirgy M. J., Grewal, D., Hatzios, M., Axsom, D., Claiborne, C.B., & Bogle, T. (1998). The moderating effect of prior experience in consumers use of user-image based versus utilitarian cues in brand attitude. Journal of Business and Psychology, 13(1), 101-113. https://doi.org/10.1023/A:1022927201433
Munteanu, C. C. (2015). Competitive differentiation through brand extensions in the era of hyper competition. Romanian Economic Journal, 18(55), 57-70.
Osgood, C. E., & Tannenbaum, P. H. (1955). The Principle of Congruity in The Prediction of Attitude Change. Psychological Review, 62(1), 42-55. https://doi.org/10.1037/h0048153.
Otto, J.E., & Ritchie, J.R.B. (1996). The service experience in tourism. Tourism Management, 17(3), 165174. https://doi.org/10.1016/0261-5177(96)00003-9.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496
Sekaran, U., & Bougie, R. (2011). Business Research Methods: A skill-building approach. Chichester: John Wiley& Sons Ltd.
Sholihin, M., & Ratmono, D. (2013). Analisis SEM-PLS Dengan WarpPLS 3.0. Yogyakarta: Penerbit Andi.
Sirgy, M. J., & Johar, J. S. (1999). Toward An Integrated Model of Self-Congruity and Functional Congruity. European Advances in Consumer Marketing, 4, 252256.
Sirgy, M.J. (1985). Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation. Journal of Business Research, 13(3), 195206. https://doi.org/10.1016/0148-2963(85)90026-8.
Sirgy, M.J., & Danes, J.E. (1982). Self-image/ product-image congruence models: Testing selected models. ACR North American Advances, 9, 556-561.
Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the academy of marketing science, 25(3), 229.
Srejesh, S.A.M.D.S. (2015). The impact of customers perceived service innovativeness on image congruence, satisfaction and behavioral outcomes. Journal of Hospitality and Tourism Technology, 6(3), 288310. https://doi.org/10.1108/JHTT-10-2014-0061.
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Published
2020-10-31
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Kristiningsih, K., Hartini, S., & Usman, I. (2020). Service experience on skin cares customer attitude: the mediating role of self-congruity and functional congruity. BISMA (Bisnis Dan Manajemen), 13(1), 37–46. https://doi.org/10.26740/bisma.v13n1.p37-46
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