Journal ArticleDOI
Online Service Quality and Brand Equity: The Mediational Roles of Perceived Value and Customer Satisfaction
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TLDR
In this article, the mediational roles of perceived customer value and customer satisfaction on the relationship between online service quality dimensions and brand equity dimensions were examined, and a theoretical model was developed based on a review of the existing literature on the topics.Abstract:
This research examines mediational roles of perceived customer value and customer satisfaction on the relationship between online service quality dimensions and brand equity dimensions. A theoretical model was developed based on a review of the existing literature on the topics, and a survey was developed to test the model using a sample of 576 participants with active online banking accounts in UAE. The structural findings showed that system efficiency, fulfillment and responsiveness have positive effects on brand awareness and brand image, whereas system reliability and security showed negative relationships. Moreover, the findings support the mediational roles of perceived customer value and customer satisfaction on the relationship between brand awareness, brand image, and brand loyalty.read more
Citations
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Digital payment and banking adoption research in Gulf countries: A systematic literature review
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Modeling the Role of Service Quality, Customer Satisfaction and Customer Loyalty in Building Service Brand Equity
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Understanding contextual factors affecting the adoption of energy-efficient household products in Jordan
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References
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