Contents lists available at ScienceDirect Computers in Human Behavior journal homepage: www.elsevier.com/locate/comphumbeh TITLE : The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services a b s t r a c t : The purposes of this study are to construct an instrument to evaluate service quality of mobile valueadded services and have a further discussion of the relationships among service quality, perceived value, customer satisfaction, and post-purchase intention. Structural equation modeling and multiple regression analysis were used to analyze the data collected from college and graduate students of 15 major universities in Taiwan. The main findings are as follows: (1) service quality positively influences both perceived value and customer satisfaction; (2) perceived value positively influences on both customer satisfaction and post-purchase intention; (3) customer satisfaction positively influences post-purchase intention; (4) service quality has an indirect positive influence on post-purchase intention through customer satisfaction or perceived value; (5) among the dimensions of service quality, ‘‘customer service and system reliability” is most influential on perceived value and customer satisfaction, and the influence of ‘‘content quality” ranks second; (6) the proposed model is proven with the effectiveness in explaining the relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile added-value services. a r t i c l e i n f o Article history: Available online 11 April 2009 Keywords: Mobile value-added services Service quality Perceived value Customer satisfaction Post-purchase intention

2. Computers in
Human Behavior
BY : Muhammad Mehroze

3. a: Ying-Feng Kuo
b: Chi-Ming
c: Wub, Wei-Jaw Deng
a : Department of Information Management, National University of
Kaohsiung, Taiwan
b : Institute of Economics and Management, National University of
Kaohsiung, Taiwan
c : Graduate School of Business Administration, Chung Hua
University, Taiwan

4. Purpose Of Study
To Design the tool to find out
the relationships among service
quality, perceived value,
customer satisfaction,
and post-purchase intention in
mobile value-added services

5. Keywords:
Mobile value-added services
Service quality
Perceived value
Customer satisfaction
Post-purchase intention

6. Service Quality
Service quality is a comparison
of expectations with
performance.

7. Perceived Value
What someone believes
merchandise to be worth

8. Customer Satisfaction
Customer satisfaction, a term
frequently used in marketing, is
a measure of how products and
services supplied by a company
meet or surpass customer
expectation.

9. Post-purchase intention
Customers’
intentions
to
repurchase
products or services from the same retailer and
spread their experience of buying and using
the product or service to their friends

10. Introduction

11. The fast growth of the mobile communication
market, mobile phones that used to be
exclusively held by business persons have
become personal equipment closely integrated
into everyone’s daily life
(Olla & Patel, 2002)

12. And relatively more frequently used than other
mobile devices
(Clarke, 2001)
In Taiwan, due to the lift of ban on mobile
communication and the liberalization of
the communication industry, the penetration
rate of mobile phone has reached 110% in 2003
(DGT, 2003)

13. (MNP) and VoIP (voice over
internet protocol)
The release of mobile number portability
(MNP) and the licensing of VoIP (voice over
internet protocol) phone numbers with a prefix
of 070 in 2005 have dissolved the constraints set
up by telecom service providers and allowed
consumers to have more options

14. Mobile value-added services
are digital services added to mobile phone
networks other than voice services in which the
contents included can be either self-produced
by mobile telecom service providers or provided
through strategic alliances with content
providers

15. Services
Include







Games
icons
ringtones
Messages
web browsing
SMS (short message service) coupons,
electronic transaction

16. Five values to consumers:







Time-critical needs
Arrangement, spontaneous needs
Decisions
Entertainment needs
Efficiency needs
Ambitions
Mobility-related needs
(Anckar & D’Incau, 2002)

17. Classifications of mobiles value
added services:
mobile value-added services provided by
telecom service providers can be classified into
four types




Information
Communication
Transaction
Entertainment

18. Previous studies of marketing have pointed out
that the key of corporate success and
competitive advantage is the enhancement
of service quality, perceived value, and customer
satisfaction
(Khatibi, Ismail, & Thyagarajan, 2002; Landrum
& Prybutok,2004; Patterson & Spreng, 1997;
Wang, Lo, & Yang, 2004; Yang & Peterson, 2004)

19.  As the number of studies of mobile telecom
service quality is still limited, and a definite set
of measurement indices for the service quality
of mobile value-added services is not available
 This study attempts to design a scale for
measuring the service quality of mobile valueadded services and further examines the
relationships among service quality, perceived
value, customer satisfaction, and post-purchase
intention

20. Literature review
and hypothesis
development

21. Service quality
Service quality is the difference between
customers’ expectation and their perceived
performance of a service .
Parasuraman, Zeithaml, and Berry (1985, 1988)
Based on this concept, Parasuraman et al.
(1988) developed the SERVQUAL model
(including five dimensions, namely tangible,
responsiveness, reliability, assurance, and
empathy) to measure service quality.

22.  Many scholars have questioned about the
conceptual framework and measurement
method of this model
Some other studies (Boulding, Kalra, Richard,
& Zeithaml, 1993; McAlexander, Kaldenberg, &
Koenig, 1994; Parasuraman, Zeithaml, & Berry,
1994; Zeithaml, Berry, & Parasuraman, 1996)
also maintained that SERVPERF is more
accurate than SERVQUAL in the measurement
of service quality, and SERVQUAL can provide
better diagnostic information

23. Website service quality
 In the research of website service quality,
various measurement dimensions have been
proposed according to website properties
 Kuo (2003) put forth a virtual community
service quality scale, using advertising mail
management, customer service management,
online quality and information safety, webpage
design and content, and extra function and
service to evaluate the service quality of a
website

24. Perceived value
 Customer’s perceived value can be defined
from the perspectives of money, quality, benefit,
and social psychology

25.  In the research of the relationships between
service quality and customer’s perceived value
in conventional retailing and online shopping,
most of the empirical studies have pointed out
that service quality will positively influence
perceived value
(Bauer et al., 2006; Brady, Robertson, & Cronin, 2001; Cronin et al., 1997, 2000)
Wang et al. (2004) and Turel and Serenko (2006)

26. Customer satisfaction
 The transaction-specific perspective
indicates that customer satisfaction is the
evaluation based on the recent purchase
experiences
(Boulding et al., 1993)

27.  Among the studies of customer satisfaction
in the information industry, Lin and Wang
(2006) revealed that customer satisfaction of
mobile commerce is consumer’s total response
to the purchase experiences in a mobile
commerce environment

28. Post-purchase intention
 Post-purchase intention is the tendency
that consumers will purchase the goods or
services at the same shop and deliver their use
experiences to friends and relatives
(Cronin et al., 2000; Wang et al., 2004; Zeithaml et al., 1996)

29.  In recent years, corporate managers and
marketing staffs have used long-neglected
perceived value to evaluate consumer’s
post-purchase intention
(Eggert & Ulaga, 2002; Lin, Sher, & Shih, 2005; Patterson & Spreng, 1997;
Petrick, 2002; Wang et al., 2004)

30. Hypothesis
H1: Service quality positively influences
perceived value in mobile value-added services.
H2: Service quality positively influences
customer satisfaction in mobile value-added
services.
H3: Perceived value positively influences
customer satisfaction in mobile value-added
services.

31. H4: Service quality positively influences postpurchase intention in mobile value-added services.
H5: Perceived value positively influences postpurchase intention in mobile value-added services.
H6: Customer satisfaction positively influences
post-purchase intention in mobile value-added
services.

32. Research model

33. Research Methodology
Questionnaire Design
Research Subjects and Sampling
Method

34. Questionnaire Design
Service
Perceived
Value
Quality
SERVPERF Model
Trade off B/W
What Customers
receive and What
they sacrifice
Construct of
Service Quality
Perceived Value is
the evaluation of
the benefits of a
product or a service
by customers
Measurement of
Service Quality
Customer
Satisfaction
Cumulative
impression of a
firm’s service
performance
Post Purchase
Evaluation and
affective
response/feeling to
the overall
In this Study, Total
Consumption
perception of
users/subscribers
for VASs
Post
Purchase
Intention
Tendency that
Customer will
purchase the
goods/services at
the same shop
WOM(Word of
Mouth)

35. ServiceQuality
SERVPERF
Model
Content Quality
Construct of
Service Quality
Navigation and
Visual Design
Measurement of
Service Quality
Management
and customer
Service
System
reliability and
connection
Quality

36. Research Subject and
Sampling Method
Study Was Conducted in Taiwan
Accordingly to 2006 survey release by FIND Aprox.
57.7% used VASes
54.2% belong to Age Group 21-30 (Sampling Group)
Sample Group is mainly composed of college Student

37. Data Analysis, results and
discussion
• Subscribed Pattern
• Measurement Model of
Service Quality
• Top Five VASes
• Total Measure Model
• Reasons for non usage
of VASes
• Structural Model
Sample Characteristics
Verification of
proposed Model and
Hypothesis
• Effects of service
Quality on perceived
value
• Effects of Service
Quality on customer
satisfaction
Effects of Service
Quality on perceived
value and customer
satisfaction

38. Sample Characteristics
Subscribed Pattern included
 Respondents included 89.1% student and Majority female
respondents were 58.4%
 90% > 30 min/30 Days ; 58.4% > 10 min / 30 Days
Top Five VASes
 Ring Tone(48.6%), MMS(48.4%), Picture Download(28.4%) ,
Music Download(28.2%), Auto Answering Message(13.2%)
Reasons for non usage of VASes
 Need Irrelevant (48.0%), Lack of Knowledge (40.7%), High Cost
(33.0%)

39. Verification of proposed Model
and Hypothesis
 Structural Equation Modeling(SEM) to verify the
proposed Model and Hypothesis
 Lisrel 8.52 as the analysis tool
 Analysis and Verification of Service Quality
Dimensions and Research Model
 Maximum Likelihood Method for parameter
estimation
 In the Model Fitness Test
Measure Model Test
Structural Model Test

40. Measurement Model of Service
Quality
 Exploratory Factor Analysis
Purify the scale of service quality by deleting the “Garbage
item”
 Bartlett Sphericity Test to verify whether data were
appropriate for Factor Analysis
“KMO(Kaiser-Mayo-Olkin) value = 0.90 : Significance Level
= 0.00”
 Cronbach’s Alpha
 Multivariate Normality Test
 Confirmatory Factor Analysis
 Chi Square

41. Total Measurement Model
 Multivariate Normality Test
Normal Data (P-value>0.05)
 Confirmatory Factor Analysis(CFA)
Test the Hypothesis Relationship

42. Structural Model

43. Path Analysis

44. Hypothesis Testing Result
 H1 : Service quality positively influences perceived
value in mobile value-added services
(ACCEPTED)
 H2 : Service quality positively influences customer
satisfaction in mobile value-added services.
(ACCEPTED)
 H3: Perceived value positively influences customer
satisfaction in mobile value-added services.
(ACCEPTED)

45. Hypothesis Testing Result
 H4: Service quality positively influences post-purchase
intention in mobile value-added services.
(REJECTED)
 H5: Perceived value positively influences postpurchase intention in mobile value-added services.
(ACCEPTED)
 H6: Customer satisfaction positively influences postpurchase intention in mobile value-added services.
(ACCEPTED)

46. Effects of Service Quality on perceived
value and customer satisfaction
 Service Quality had significant and positive impact on
perceived Value and Customer satisfaction
 Multiple Regression Analysis (To find out the
Dimension which significantly and positively
influence perceived value and customer satisfaction)
 The four dimensions of service quality all had
significantly positive effects on perceived value
 Among the four dimensions of service quality, except
navigation and visual design had significantly positive
effects on customer satisfaction

47. Effects of service quality
on perceived value
The effect of ‘‘customer service and system reliability” ranked first (0.27), followed by
‘‘content quality” (0.15), ‘‘navigation and visual design” (0.15), and ‘‘connection speed”
(0.14).
Customer service and system reliability (SQ1), navigation and visual design (SQ2), content
quality (SQ3), and connection speed (SQ4) influenced the perceived value.

48. effects of service quality
on customer satisfaction
‘‘customer service and system reliability” (0.41) ranked first, followed by
‘‘content
quality” (0.17) and ‘‘connection speed” (0.15).
Customer service and system reliability (SQ1), content quality (SQ3), and connection
speed (SQ4) will influence customer satisfaction

49. Conclusion
Service Quality positively influenced perceived value
and customer satisfaction
Service Quality show no direct effect on Post
purchase intention
Perceived Value influenced both Customer
satisfaction and Post Purchase Intention
Customer Satisfaction influenced the Post Purchase
Intention

50. Thank You