Citation

Hassan, Hasliza and Rahman, Muhammad Sabbir and Sade, Abu Bakar (2019) Guest-centric technology innovations at slimming centres. Int. J. Behavioural and Healthcare Research, 6 (3/4). pp. 200-213. ISSN 1755-3547

Text 49j.pdf - Published Version Restricted to Repository staff only Download (269kB)

Abstract

Slimming centres are one of the places commonly considered by people who wish to reshape their body figure, especially women. These slimming centres use technology innovations as a medium to provide slimming treatments to the guests. This research examines the behavioural intention of the guests to experience the technology innovations in Malaysian slimming centres. Primary data were collected through a survey questionnaire handed to those guests who had experienced or were currently experiencing the technology innovations in slimming centres. For confirmatory factor analysis and structural equation modelling, 308 data were used. The performance expectancy and facilitating conditions are the key influencing behavioural intentions for the guests to experience the technology innovations at slimming centres. On reflection, the effort expectancy and social influence do not directly encourage the guests to experience the slimming treatment. A high standard of performance expectancy and facilitating conditions that could be provided by the slimming centres encourage the guests to try and continuously experience the services provided. These two criteria should be the pillars to market the technology innovations of the slimming centres. This research has identified the main behavioural intentions for the guests to experience the technology innovations in slimming centres.

Item Type:	Article
Uncontrolled Keywords:	Slimming centre, social influence, technology innovation, UTAUT.
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	27 Apr 2022 01:39
Last Modified:	27 Apr 2022 01:39
URII:	http://shdl.mmu.edu.my/id/eprint/9403

Downloads

Edit (login required)