Abstract

In the current service literature, most researches focus on either physical facility or service personnel. There is little attention to the factor of service process. Therefore, in this paper, the service process into the dimension of interactive marketing was added. This paper tried to link three factors of interactive marketing: service value, customer satisfaction and behavior intention to develop a new service model and to discuss the influential effect and relationship among these factors. By doing these, the leisure business manager could control the key factors and make a success for developing leisure farm business. The results revealed that certain relationships between the structures did appear to respond to each other. These were: (1) interactive marketing (service personnel, physical facility and service process) had a significant positive direct effect on customer satisfaction; (2) physical facility and service process also had a significant positive direct effect on service value, but service personnel did not; (3) interactive marketing through service value or/and customer satisfaction, had a positive indirect effect on behavior intention; (4) service value and customer satisfaction had a significant positive direct effect on behavior intention.

Key words: Interactive marketing, service value, customer satisfaction, behavior intention.