Abstract

The main objective of this study was to identify relationship between service encounter quality and customer satisfaction. In total, 430 customer participated in the survey 220 cases were used in exploratory common factor analysis and 210 cases were used in the cross-validation. By common factor analysis, it was found that there were six main factors of service encounters. To identify the antecedents of customer satisfaction, covariance structure analysis was conducted. Results from covariance structure modeling indicated that investment counciling, receiving and paying, and physical setting factors among service encounter factors affected customer satisfaction directly, and customer satisfaction affected word of mouth and repeated trading intention directly. Results from cross-validation analysis revealed that the proposed model was well-fitted to the data. The implication, some possible limits, and the future directions of the present research were discussed.