The influence of multiple types of service convenience on behavioral intentions: The mediating role of consumer satisfaction in a Taiwanese leisure setting

Service organizations are looking for ways to better deliver consumer value and to increase consumers’ purchase intentions. Organizations can differentiate themselves by making their services easier to consume, that is, more convenient. Service convenience is complex and is comprised of five convenience types, namely, decision, access, transaction, benefit, and post-benefit. Research into service convenience has examined how these types of convenience affect consumers’ experiences and intentions, but limited research has studied it within a leisure setting. With data collected from a sample of 443 Taiwanese, this research uses mediated regression to examine the influence of the five types of convenience on consumers’ behavioral intentions, and the mediating role satisfaction plays in the relationship. The findings indicate that only benefit and post-benefit convenience are associated with improved behavioral intentions and that satisfaction partially mediates the relationship for those two types of convenience. The implications for theory and practice are discussed.

► Multiple dimensions of convenience needed to be integrated into all services including hospitality related services.
► For Taiwanese health club users benefit and post benefit convenience were most important for positive behavioural outcomes.
► The impact of benefit and post benefit convenience on behavioural outcomes were mediated by satisfaction.