Service quality and store atmosphere on customer satisfaction and repurchase intention
DOI:
https://doi.org/10.26740/bisma.v13n1.p26-36Keywords:
cafe atmosphere, service quality, customer satisfaction, repurchase intention, thematic cafeAbstract
Nowadays, consumers are not only looking for good tastes, but they are also looking for a cosy cafe atmosphere and satisfying service. The high competition in the culinary business has forced entrepreneurs to offer different concepts to attract customers. This study will give an account of analyzing the role of cafe atmosphere, service quality and customer satisfaction in customer purchase intention in thematic cafe in Surabaya. This study involved 150 respondents with PLS-SEM was used to analyze the data. The analysis shows that all of the hypotheses proposed are supported. The results of this study also present that, compared to service quality, the cafe atmosphere has a stronger effect on customer satisfaction, leading to repurchase intention of the customers.
References
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Babin, B.J. & Attaway, J.S. (2000). Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer. Journal of Business Research, 49(2), 91-99. https://doi.org/10.1016/S0148-2963(99)00011-9.
Baker, D.A. & Crompton, J.L. (2000). Quality, Satisfaction and Behavioral Intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5.
Berman, B.R. & Evans, J.R. (2013). Retail Management: A Strategic Approach (12th ed.). New Jersey, USA: Palgrave Macmillan.
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.2307/1252042.
Byon, K. K., Zhang, J. J., & Baker, T. A. (2013). Impact of Core and Peripheral Service Quality on Consumption Behavior of Professional Team Sport Spectators as Mediated by Perceived Value. European Sport Management Quarterly, 13(2), 232-263. https://doi.org/0.1080/16184742.2013.767278.
Chang, K. (2000). The Impact of Perceived Physical Environments on Customers' Satisfaction and Return Intentions. Journal of Professional Services Marketing, 21(2), 75-85. https://doi.org/10.1300/J090v21n02_06.
Chow, I. H. S, Lau, V. P., Lo, T. W. C., Sha, Z., & Yun, H. (2007). Service Quality in Restaurant Operations in China: Decision- and Experiential-Oriented Perspectives. International Journal of Hospitality Management, 26(3), 698-710. https://doi.org/10.1016/j.ijhm.2006.07.001.
Cox, R. & Brittain, P. (2004). Retailing an Introduction (5 ed.). England: Pearson Education Limited.
Etikan, I. Musa, S.A., & Alkassim, R.S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4. https://doi.org/10.11648/j.ajtas.20160501.11.
Grewal, D., Baker, J., Levy, M., & Voss, G.B. (2003). The Effects of Wait Expectations and Store Atmosphere Evaluations on Patronage Intentions in Service-Intensive Retail Stores. Journal of Retailing, 79(4), 259-268. https://doi.org/10.1016/j.jretai.2003.09.006.
Ha, J. & Jang, S. (2012). The Effects of Dining Atmospherics on Behavioral Intentions through Quality Perception. Journal of Services Marketing, 26(3), 204-215. https://doi.org/10.1108/08876041211224004.
Haemoon, O. (2000). Diners' Perceptions of Quality, Value, and Satisfaction: A practical Viewpoint. The Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-55. https://doi.org/10.1016/S0010-8804(00)80017-8.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202.
Han, H., Back, K. J., & Barrett, B. (2009). Influencing Factors on Restaurant Customers Revisit Intention: The Roles of Emotions and Switching Barriers. International Journal of Hospitality Management, 28(4), 563-572. https://doi.org/10.1016/j.ijhm.2009.03.005.
Han, S. L., & Hong, S. T. (2005). Effects of Service Quality on Customer Retention and Word-Of-Mouth in a Retail Setting: Comparative Study of Different Scales. AP Asia Pacific Advances in Consumer Research, Duluth, MN. https://www.acrwebsite.org/volumes/11923/volumes/ap06/AP-06
Hasan, A. (2013). Marketing Dan Kasus Kasus Pilihan. Yogyakarta: CAPS (Center For Academic Publishing Service).
Heung, V. C. S., & Gu, T. (2012). Influence of Restaurant Atmospherics on Patron Satisfaction and Behavioral Intentions. International Journal of Hospitality Management, 31(4), 1167-1177. https://doi.org/10.1016/j.ijhm.2012.02.004.
Huang, P. L., Lee, B. C. Y., & Chen, C. C. (2019). The Influence of Service Quality on Customer Satisfaction and Loyalty In B2b Technology Service Industry Total Quality Management & Business Excellence, 30(13-14), 1449-1465. https://doi.org/10.1080/14783363.2017.1372184.
JPNN. (2018). Restoran di Surabaya Tumbuh 20% per Tahun. Retrieved 1 December 2019 from https://www.jpnn.com/news/restoran-di-surabaya-tumbuh-20-persen-per-tahun.
Keyt, J. C., Yavas, U., & Riecken, G. (1994). ImportancePerformance Analysis: A Case Study in Restaurant Positioning. International Journal of Retail & Distribution Management, 22(5), 35-40. https://doi.org/10.1108/09590559410067325.
Kim, H.J., Park, J., Kim, M. J., & Ryu, K. (2013). Does Perceived Restaurant Food Healthiness Matter? Its Influence On Value, Satisfaction and Revisit Intentions in Restaurant Operations in South Korea International Journal of Hospitality Management, 33, 397-405. https://doi.org/10.1016/j.ijhm.2012.10.010.
Kim, W., Park, H. S., Choi, W., & Jun, H. (2017). The Relationships between Service Quality, Satisfaction, and Purchase Intention of Customers at Non-Profit Business. International Journal of Business Marketing and Management, 2(1), 12-19.
Kivela, J., Inbakaran, R., & Reece, J. (2000). Consumer Research in the Restaurant Environment. Part 3: Analysis, Findings and Conclusions. International Journal of Contemporary Hospitality Management, 12(1), 13-30. https://doi.org/10.1108/09596110010304984.
Kotler, P. (1973). Atmospherics as a Marketing Tool. Journal of Retailing, 49(4), 48.
Kristiana, M., & Edwar, M. (2017). Pengaruh Store Atmosphere dan Kualitas Layanan terhadap Kepuasan Konsumen Cafe Heerlijk Gelato Perpustakaan Bank Indonesia Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 1(1).
Laroche, M., Ueltschy, L. C., Abe, S., Cleveland, M., & Yannopoulos, P.P. (2004). Service Quality Perceptions and Customer Satisfaction: Evaluating the Role of Culture. Journal of International Marketing, 12(3), 5885.
Lin, I. Y. (2009). The Combined Effect of Color and Music on Customer Satisfaction in Hotel Bars. Journal of Hospitality Marketing & Management, 19(1), 22-37. https://doi.org/10.1080/19368620903327675.
Market Access Secretariat Global Analysis Report. (2016). Foodservice Profile Indonesia. Retrieved 1 December 2019 from http://www.agr.gc.ca/resources/prod/Internet-Internet/MISB-DGSIM/ATS-SEA/PDF/6769-eng.pdf.
Mordor Intelligence. (2018). Indonesia Foodservice Market Size Segmented by Type (Full-Service Restaurants, Quick-Service Restaurants, Cafes/Bars, 100% Home Delivery) and Structure (Chained Restaurants and Independent Restaurants) - Growth, Trends and Forecast (2018 - 2023). Retrieved 1 December 2019 from https://www.mordorintelligence.com/industry-reports/indonesia-foodservice-market.
Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. https://doi.org/10.1177/1096348007299924.
Nguyen, N. & Leblanc, G. (2002). Contact Personnel, Physical Environment and the Perceived Corporate Image of Intangible Services by New Clients. International Journal of Service Industry Management, 13(3), 242-262. https://doi.org/10.1108/09564230210431965.
Nietos, I.F., Zournatzi, E., Koustelios, A., & Costa, G. (2015). Relationship among Service Quality, Customer Satisfaction, and Renewal Intentions in Recreation Theme Park in Greece. International Journal of Sport Management, Recreation & Tourism, 18. 41-55.
Palys, T. (2008). Purposive Sampling. In L. M. Given (Ed.), The SAGE Encyclopedia of Qualitative Research Methods (Vol. 1 & 2, pp. 697-698). Thousand Oaks, CA: Sage.
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy. New York: McGraw-Hill Irwin.
Reimer, A. & Kuehn, R. (2005). The Impact of Servicescape on Quality Perception. European Journal of Marketing, 39(7/8), 785-808. https://doi.org/10.1108/03090560510601761.
Ryu, K., Lee, H. R., & Gon, K. W. (2012). The Influence of the Quality of the Physical Environment, Food, and Service on Restaurant Image, Customer Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223. https://doi.org/10.1108/09596111211206141.
Schnaars, S. P. (1991). Marketing Strategy: A Customer Driven Approach. New York, USA: The Free Press.
Sirgy, M. J., Grewal, D., & Mangleburg, T. (2000). Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda. Journal of Business Research, 49(2), 127-138. https://doi.org/10.1016/S0148-2963(99)00009-0.
Söderlund, M. & Vilgon, M. (1999). Customer Satisfaction and Links to Customer Profitability: An Empirical Examination of the Association between Attitudes and Behavior. Retrieved 1 Desember 2019 from https://EconPapers.repec.org/RePEc:hhb:hastba:1999_001.
Soriano, D. R. (2002). Customers Expectations Factors in Restaurants: The Situation in Spain. International Journal of Quality & Reliability Management, 19(8/9), 1055-1067. https://doi.org/10.1108/02656710210438122.
Tambunan, P. R. & Suryawardani, B. (2015). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan pada PT. JNE Perwakilan Kawaluyaan Tahun 2014. Banking and Management Review, 4(2), 22528520.
Tan, Y. (2019). Pengaruh Service Quality Terhadap Repurchase Intention dengan Customer Satisfaction sebagai Variabel Intervening pada PT Bank Central Asia Tbk. Studi Kasus KCU Darmo Surabaya. Jurnal Strategi Pemasaran, 6(1).
Tjiptono, F. & Chandra, G. (2013). Pemasaran Strategik (2 ed.). Yogyakarta: Penerbit Andi.
Venetis, K. A., & Ghauri, P. N. (2004). Service Quality and Customer Retention: Building LongTerm Relationships. European Journal of Marketing, 38(11/12), 1577-1598. https://doi.org/10.1108/03090560410560254.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.
Zhang, Q. & Prasongsukarn, K. (2017). A Relationship Study of Price Promotion, Customer Quality Evaluation, Customer Satisfaction and Repurchase Intention: A Case Study of Starbucks in Thailand. International Journal of Management and Applied Science, 3(9), 29-32.
Zikmund, W. G., Babin, B. J., & Carr, J. C. (2009). Business Research Methods (8th ed.): Boston, New England: South-Western Cengage Learning.
Andaleeb, S.S. & Conway, C. (2006). Customer Satisfaction in the Restaurant Industry: An Examination of the TransactionSpecific Model. Journal of Services Marketing, 20(1), 3-11. https://doi.org/10.1108/08876040610646536.
Babin, B.J. & Attaway, J.S. (2000). Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer. Journal of Business Research, 49(2), 91-99. https://doi.org/10.1016/S0148-2963(99)00011-9.
Baker, D.A. & Crompton, J.L. (2000). Quality, Satisfaction and Behavioral Intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5.
Berman, B.R. & Evans, J.R. (2013). Retail Management: A Strategic Approach (12th ed.). New Jersey, USA: Palgrave Macmillan.
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.2307/1252042.
Byon, K. K., Zhang, J. J., & Baker, T. A. (2013). Impact of Core and Peripheral Service Quality on Consumption Behavior of Professional Team Sport Spectators as Mediated by Perceived Value. European Sport Management Quarterly, 13(2), 232-263. https://doi.org/0.1080/16184742.2013.767278.
Chang, K. (2000). The Impact of Perceived Physical Environments on Customers' Satisfaction and Return Intentions. Journal of Professional Services Marketing, 21(2), 75-85. https://doi.org/10.1300/J090v21n02_06.
Chow, I. H. S, Lau, V. P., Lo, T. W. C., Sha, Z., & Yun, H. (2007). Service Quality in Restaurant Operations in China: Decision- and Experiential-Oriented Perspectives. International Journal of Hospitality Management, 26(3), 698-710. https://doi.org/10.1016/j.ijhm.2006.07.001.
Cox, R. & Brittain, P. (2004). Retailing an Introduction (5 ed.). England: Pearson Education Limited.
Etikan, I. Musa, S.A., & Alkassim, R.S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4. https://doi.org/10.11648/j.ajtas.20160501.11.
Grewal, D., Baker, J., Levy, M., & Voss, G.B. (2003). The Effects of Wait Expectations and Store Atmosphere Evaluations on Patronage Intentions in Service-Intensive Retail Stores. Journal of Retailing, 79(4), 259-268. https://doi.org/10.1016/j.jretai.2003.09.006.
Ha, J. & Jang, S. (2012). The Effects of Dining Atmospherics on Behavioral Intentions through Quality Perception. Journal of Services Marketing, 26(3), 204-215. https://doi.org/10.1108/08876041211224004.
Haemoon, O. (2000). Diners' Perceptions of Quality, Value, and Satisfaction: A practical Viewpoint. The Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-55. https://doi.org/10.1016/S0010-8804(00)80017-8.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202.
Han, H., Back, K. J., & Barrett, B. (2009). Influencing Factors on Restaurant Customers Revisit Intention: The Roles of Emotions and Switching Barriers. International Journal of Hospitality Management, 28(4), 563-572. https://doi.org/10.1016/j.ijhm.2009.03.005.
Han, S. L., & Hong, S. T. (2005). Effects of Service Quality on Customer Retention and Word-Of-Mouth in a Retail Setting: Comparative Study of Different Scales. AP Asia Pacific Advances in Consumer Research, Duluth, MN. https://www.acrwebsite.org/volumes/11923/volumes/ap06/AP-06
Hasan, A. (2013). Marketing Dan Kasus Kasus Pilihan. Yogyakarta: CAPS (Center For Academic Publishing Service).
Heung, V. C. S., & Gu, T. (2012). Influence of Restaurant Atmospherics on Patron Satisfaction and Behavioral Intentions. International Journal of Hospitality Management, 31(4), 1167-1177. https://doi.org/10.1016/j.ijhm.2012.02.004.
Huang, P. L., Lee, B. C. Y., & Chen, C. C. (2019). The Influence of Service Quality on Customer Satisfaction and Loyalty In B2b Technology Service Industry Total Quality Management & Business Excellence, 30(13-14), 1449-1465. https://doi.org/10.1080/14783363.2017.1372184.
JPNN. (2018). Restoran di Surabaya Tumbuh 20% per Tahun. Retrieved 1 December 2019 from https://www.jpnn.com/news/restoran-di-surabaya-tumbuh-20-persen-per-tahun.
Keyt, J. C., Yavas, U., & Riecken, G. (1994). ImportancePerformance Analysis: A Case Study in Restaurant Positioning. International Journal of Retail & Distribution Management, 22(5), 35-40. https://doi.org/10.1108/09590559410067325.
Kim, H.J., Park, J., Kim, M. J., & Ryu, K. (2013). Does Perceived Restaurant Food Healthiness Matter? Its Influence On Value, Satisfaction and Revisit Intentions in Restaurant Operations in South Korea International Journal of Hospitality Management, 33, 397-405. https://doi.org/10.1016/j.ijhm.2012.10.010.
Kim, W., Park, H. S., Choi, W., & Jun, H. (2017). The Relationships between Service Quality, Satisfaction, and Purchase Intention of Customers at Non-Profit Business. International Journal of Business Marketing and Management, 2(1), 12-19.
Kivela, J., Inbakaran, R., & Reece, J. (2000). Consumer Research in the Restaurant Environment. Part 3: Analysis, Findings and Conclusions. International Journal of Contemporary Hospitality Management, 12(1), 13-30. https://doi.org/10.1108/09596110010304984.
Kotler, P. (1973). Atmospherics as a Marketing Tool. Journal of Retailing, 49(4), 48.
Kristiana, M., & Edwar, M. (2017). Pengaruh Store Atmosphere dan Kualitas Layanan terhadap Kepuasan Konsumen Cafe Heerlijk Gelato Perpustakaan Bank Indonesia Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 1(1).
Laroche, M., Ueltschy, L. C., Abe, S., Cleveland, M., & Yannopoulos, P.P. (2004). Service Quality Perceptions and Customer Satisfaction: Evaluating the Role of Culture. Journal of International Marketing, 12(3), 5885.
Lin, I. Y. (2009). The Combined Effect of Color and Music on Customer Satisfaction in Hotel Bars. Journal of Hospitality Marketing & Management, 19(1), 22-37. https://doi.org/10.1080/19368620903327675.
Market Access Secretariat Global Analysis Report. (2016). Foodservice Profile Indonesia. Retrieved 1 December 2019 from http://www.agr.gc.ca/resources/prod/Internet-Internet/MISB-DGSIM/ATS-SEA/PDF/6769-eng.pdf.
Mordor Intelligence. (2018). Indonesia Foodservice Market Size Segmented by Type (Full-Service Restaurants, Quick-Service Restaurants, Cafes/Bars, 100% Home Delivery) and Structure (Chained Restaurants and Independent Restaurants) - Growth, Trends and Forecast (2018 - 2023). Retrieved 1 December 2019 from https://www.mordorintelligence.com/industry-reports/indonesia-foodservice-market.
Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. https://doi.org/10.1177/1096348007299924.
Nguyen, N. & Leblanc, G. (2002). Contact Personnel, Physical Environment and the Perceived Corporate Image of Intangible Services by New Clients. International Journal of Service Industry Management, 13(3), 242-262. https://doi.org/10.1108/09564230210431965.
Nietos, I.F., Zournatzi, E., Koustelios, A., & Costa, G. (2015). Relationship among Service Quality, Customer Satisfaction, and Renewal Intentions in Recreation Theme Park in Greece. International Journal of Sport Management, Recreation & Tourism, 18. 41-55.
Palys, T. (2008). Purposive Sampling. In L. M. Given (Ed.), The SAGE Encyclopedia of Qualitative Research Methods (Vol. 1 & 2, pp. 697-698). Thousand Oaks, CA: Sage.
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy. New York: McGraw-Hill Irwin.
Reimer, A. & Kuehn, R. (2005). The Impact of Servicescape on Quality Perception. European Journal of Marketing, 39(7/8), 785-808. https://doi.org/10.1108/03090560510601761.
Ryu, K., Lee, H. R., & Gon, K. W. (2012). The Influence of the Quality of the Physical Environment, Food, and Service on Restaurant Image, Customer Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223. https://doi.org/10.1108/09596111211206141.
Schnaars, S. P. (1991). Marketing Strategy: A Customer Driven Approach. New York, USA: The Free Press.
Sirgy, M. J., Grewal, D., & Mangleburg, T. (2000). Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda. Journal of Business Research, 49(2), 127-138. https://doi.org/10.1016/S0148-2963(99)00009-0.
Söderlund, M. & Vilgon, M. (1999). Customer Satisfaction and Links to Customer Profitability: An Empirical Examination of the Association between Attitudes and Behavior. Retrieved 1 Desember 2019 from https://EconPapers.repec.org/RePEc:hhb:hastba:1999_001.
Soriano, D. R. (2002). Customers Expectations Factors in Restaurants: The Situation in Spain. International Journal of Quality & Reliability Management, 19(8/9), 1055-1067. https://doi.org/10.1108/02656710210438122.
Tambunan, P. R. & Suryawardani, B. (2015). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan pada PT. JNE Perwakilan Kawaluyaan Tahun 2014. Banking and Management Review, 4(2), 22528520.
Tan, Y. (2019). Pengaruh Service Quality Terhadap Repurchase Intention dengan Customer Satisfaction sebagai Variabel Intervening pada PT Bank Central Asia Tbk. Studi Kasus KCU Darmo Surabaya. Jurnal Strategi Pemasaran, 6(1).
Tjiptono, F. & Chandra, G. (2013). Pemasaran Strategik (2 ed.). Yogyakarta: Penerbit Andi.
Venetis, K. A., & Ghauri, P. N. (2004). Service Quality and Customer Retention: Building LongTerm Relationships. European Journal of Marketing, 38(11/12), 1577-1598. https://doi.org/10.1108/03090560410560254.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.
Zhang, Q. & Prasongsukarn, K. (2017). A Relationship Study of Price Promotion, Customer Quality Evaluation, Customer Satisfaction and Repurchase Intention: A Case Study of Starbucks in Thailand. International Journal of Management and Applied Science, 3(9), 29-32.
Zikmund, W. G., Babin, B. J., & Carr, J. C. (2009). Business Research Methods (8th ed.): Boston, New England: South-Western Cengage Learning.
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2020-10-31
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Soebandhi, S., Wahid, A., & Darmawanti, I. (2020). Service quality and store atmosphere on customer satisfaction and repurchase intention. BISMA (Bisnis Dan Manajemen), 13(1), 26–36. https://doi.org/10.26740/bisma.v13n1.p26-36
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