Increase Hotel Customer Value by Reducing Relevant Perceived Risk in Taiwan

The purpose of this work is to elucidate how perceived risks and customer value are related, and to explore the internal composition of this relationship. Functional value found to be negatively affected by financial, functional and physical risks, whereas conditional value is negatively influenced by temporal risk. Furthermore, emotional value found to be negatively affected by psychological risk, whereas social value is negatively influenced by social risk. Finally, exactly epistemic value is affected by psychological risk. Finally, this study provides a new shape of the “structural” relationships among six perceived risks and five types of customer value.