INTERACTION BEHAVIOUR LEADING TO COMFORTIN SERVICE ENCOUNTER OF NOTEBOOK PERIPHERAL SERVICE CENTER BUSINESS.

Abstract

This study aims to determine the effect of interaction behavior that elicits a sense of comfort for customers in the service encounter of notebook peripheral business, and investigating the mediating role of comfort on overall service quality, customer satisfaction, word of mouth and the repurchase intention. Based on 250 valid responses collected from a survey questionnaire used structural equation modeling (SEM) to examine the research model. The findings showed that all hypotheses on the relationship between the observed variables were proven to support previous theories and studies. Interaction behavior has asignificant effect on the word of mouth and repurchase intention which mediated by the comfort, overall service quality, and customer satisfaction. Therefore as a practical implication, besides managers are recommended to incorporate interaction behaviors into frontline employee training and designing comfort enhancing-strategies, field technicians must also constantly improve their products knowledge and information in order to make consumers feel comfortable entrusting their goods to be handled by the services center. This is because in addition to the overall service quality provided by the service providers will directly affect customer satisfaction to re-visit the repair service in case of damage, it will also drive their willingness to promote the benefits of service providers to others