Electronic technical assistance services quality: mediation role of brand image and satisfaction on repurchase intention





Perceived Quality of Services, Technical Assistance, Satisfaction, Brand image.


Purpose – This study analyzed the relationship between the perceived quality of electronic equipment technical assistance services with the intention of repurchasing, with the serial mediation model of satisfaction and brand image.

Design/methodology/approach – A quantitative research of a described character was carried out and the survey method was adopted with technical assistance clients (n = 158). The conceptual model was evaluated using regression with bootstrapping. And, for the analysis of the mediation effects, with two mediating variables, an adaptation of the macro PROCESS (Hayes, 2017) was made for the software R. Therefore, four hypotheses were assessed by a cross-section research method using mediation analysis.

Findings – The results indicate that general customer satisfaction mediates the relationship between the quality of the service perceived and the intentions to repurchase. In this sense, it can be concluded that the relationships between the perceived quality in services and the intentions of repurchase only occur through mediation for satisfaction or through the hierarchical causal relationship between satisfaction and image. The empirical test of the proposed model through a serial mediation approach expands the possibilities on understanding consumer brand affiliation processes. Moreover, it highlights the importance of assistance service companies as brand partners.

Originality/value – The main contribution of this research is that satisfaction and brand image are positively associated with the intention to repurchase as reflections of the perceived quality by the technical assistance services of electronic products. Thus, the work shows that customers perceive the quality of the service, and this, in turn, provides positive consequences for both the service provider and the manufacturer (repurchase intentions) and for the customer (satisfaction).


Design/methodology/approach – The survey was adopted with an instrument adapted from Yang (2010) and Christino et al. (2019) validated by experts. Made available online, the instrument collected 309 responses for analysis using the structural equation modeling technique.


Findings – The results validated the positive relationships for Facilitating Conditions, Hedonic Motivation, Perceived Value, Habit and Performance Expectation - the highest’s coefficients. The influence of Expectation on Effort and Social Influence has not been validated.


Research limitations/implications – The results cannot be generalized to all Brazilian individuals, in addition to considering recognized determinants of international literature. For this reason, suggestions are made for continuing and deepening the research.


Practical implications – The results contribute by indicating the main perceptions that lead to the intention and use of discount coupons, which are the performance expectation and the habit. Thus, managers can develop their sales strategies considering such factors while society can establish strategies to more sustainable purchases.


Originality/value – The research discusses the determinants of UTAUT2 in the Brazilian context to explain the intention and behavior of using online discount coupons, which are grouped together are unprecedented in Brazilian literature.


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Author Biographies

Renan Araújo Vieira, Federal University of Campina Grande. Faculty of Management and Accouting

Bachelor of Business Administration (Faculty of Management
and Accounting) – Federal University of Campina Grande.

Marconi Freitas da Costa, Federal University of Pernambuco

Professor at the Federal University of Pernambuco (Brazil). PhD in Management from University of Sao Paulo (Brazil). Coordinator of the Graduate Program in Management, Innovation and Consumption (PPGIC) and Permanent Professor of the Graduate Program in Management (PROPAD) at Federal University of Pernambuco. Fulbright fellow for the doctoral internship (July-2014 / May-2015) at Questrom School of Business, Boston University (USA). Coordinator of the Consumer Behavior Research Group (GPCC) registered in the CNPq Directory. Editor-in-Chief of Consumer Behavior Review (CBR). He was an Associate Editor of the Revista de Gestão Social e Ambiental - RGSA (2019-2021). He is a founding member of SCORAI - Sustainable Consumption Research, Action and Initiative in Brazil. Main areas of interest: Consumer well-being, with an emphasis on decision-making for: sustainable consumption; health and food consumption; social media and conscious consumption; and personal finances.


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How to Cite

Vieira, R. A., Aguiar, E. C., Costa, M. F. da, & Policarpo, M. C. (2022). Electronic technical assistance services quality: mediation role of brand image and satisfaction on repurchase intention. Revista De Administração Da UFSM, 15(1), 105–122. https://doi.org/10.5902/1983465966419