Open AccessThe Empirical Model on The Relationship among Price, Service Quality and Customer Purchasing Decision: The Case of the Dili Tais Market in Timor-Leste.
Author(s) -
Estanislau De Sousa Saldanha,
Agostinha Silva,
Agustinus Nahak Seran,
Helio Brites da Silva
Publication year - 2021
Publication title -
timor leste journal of business and management
Language(s) - English
Resource type - Journals
ISSN - 2709-5355
DOI - 10.51703/bm.v3i2.51
Subject(s) - purchasing , business , marketing , accidental sampling , empirical research , service quality , quality (philosophy) , tourism , service (business) , empirical evidence , population , philosophy , demography , epistemology , sociology , political science , law
Price, service quality and purchasing decisions are played important roles in tourism market management. Therefore, many empirical studies have been carried out to enhance customer purchasing decisions through price and service quality. Nonetheless, there is a limited number of studies in emerging tourism destinations and marketing. This study aims to analyse the influence of price and service quality on customers’ purchasing decisions. This research was carried out at the Tais Market, Kolmera, Dili. Data was collected by using questionnaires distributed to 395 respondents using accidental sampling technique, and hypotheses were tested using SMART-PLS 3.0. The results showed that both price and service quality have significant impacts on customers’ purchasing decisions. This study enriches the empirical studies on price, service quality and customers’ purchasing decisions, particularly in emerging tourism destinations and markets. This study implies that to enhance customers’ purchasing decisions, the Tais Market needs to offer products at a reasonable and fair price as well to keep improving the tangible and intangible services.