Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
220
The hypotheses were tested by asking participants to evaluate the written scenarios set in the context of 
restaurant. Of three types of simulations (e.g. written descriptions/scenarios, audio simulations, and photographic 
slides) used in consumer research on services, the primary advantage of using scenarios is that they eliminate 
difficulties associated with observation of customized service in the field that this study specifically aims for and 
enable participants experience in a manner that is both ethical and practical (Bateson & Hui, 1992; Smith, Bolton, & 
Wagner, 1999). Items used by Mukherjee and Nath (2005) were modified to measure service quality and items used 
by Grewal, Monroe and Krishnan (1998) were modified to measure perceived value. Four items were obtained from 
Reich and his colleagues (2006) to measure loyalty. All items had 7-point Likert scales for responses anchored with 
1: extremely unacceptable/disagree and 7: extremely acceptable/agree. The survey questions were pre-tested using a 
panel of technology advisory board members whose occupations were mainly in the technology sector of the 
hospitality industry and graduate students whose majors were in hospitality management. Nineteen panel members 
participated in an online survey questionnaire that had an identical set of scenarios to this study. A manipulation 
check was made and wordings were modified based on their comments. 
The online survey questionnaire was posted for three days and 96 responses of 109 responses submitted 
were usable. Although sequential emails to reinforce participation and extended online survey questionnaire posting 
might boost the response rate, the authors decided not to do because this study was conducted as a pilot study to 
future research agenda. Fifty-two participants (54.2%) were male and 38.5% of participants were between 24 to 30 
years old while 31.3% were between 31 to 42 years old (age 18-23: 3.1%; 43-54: 13.5%; 55-64: 8.3%; and 65 and 
older: 5.2%).