Electronic technical assistance services quality: mediation role of brand image and satisfaction on repurchase intention
Keywords: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.
Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27–32.
Ahrholdt, D., Gudergan, S. P., & Ringle, C. M. (2019). Enhancing loyalty: When improving consumer satisfaction and delight matters. Journal of Business Research, 94, 18-27.
Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products. Procedia Economics and Finance, 37, 391–396.
Bagherzadeh, R., Rawal, R., Wei, S., & Torres, J. L. S. (2020). The journey from customer participation in service failure to co-creation in service recovery. Journal of Retailing and Consumer Services, 54, 102058.
Chen, L., Li, Y.-Q., & Liu, C.-H. (2019). How airline service quality determines the quantity of repurchase intention-Mediate and moderate effects of brand quality and perceived value. Journal of Air Transport Management, 75, 185–197.
Cho, I. J., Kim, Y. J., & Kwak, C. (2016). Application of SERVQUAL and fuzzy quality function deployment to service improvement in service centres of electronics companies. Total Quality Management and Business Excellence, 27(3–4), 368–381.
Choi, E. J., & Kim, S.-H. (2013). The study of the impact of perceived quality and value of social enterprises on customer satisfaction and re-purchase intention. International Journal of Smart Home, 7(1), 239–252.
Costa, L. S., & Almeida, V. M. C. de. (2012). Valor da marca: Teste empírico da importância das dimensões formadoras do valor da marca na perspectiva do consumidor no contexto brasileiro. Revista Brasileira de Marketing, 11(2), 43–68.
Costa, M. F., Paula, T. S., Angelo, C. F., & Fouto, N. M. M. D. (2017). Personalidade da marca, significado do produto e impulsividade na compra por impulso: um estudo em ambiente de shopping center. Revista Eletrônica de Ciência Administrativa, 16(2), 151-166.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing.
Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2), 139–173.
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores. Journal of the Academy of Marketing Science, 24, 3–16.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157.
Farooq, M. B., & De Villiers, C. (2017). Telephonic qualitative research interviews: When to consider them and how to do them. Meditari Accountancy Research.
Flavián, C., Gurrea, R., and Orús, C. (2019). Feeling Confident and Smart with Webrooming: Understanding the Consumer’s Path to Satisfaction. Journal of Interactive Marketing, 47, 1-15.
Gogtay, N. J., & Thatte, U. M. (2017). Principles of correlation analysis. Journal of the Association of Physicians of India, 65(3), 78-81.
Grönroos, C. (1982). An Applied Service Marketing Theory. European Journal of Marketing, 16(7), 30–41.
Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44.
Grönroos, C. (1995). Relationship marketing: the strategy continuum. Journal of the Academy of Marketing Science, 23(4), 252–254.
Hair, J. J. F. (2017). Essentials of Marketing Research. McGraw-Hill Education.
Hayes, A. F. (2017). Introduction to Mediation, Moderation, and Conditional Process Analysis, Second Edition: A Regression-Based Approach (Methodology in the Social Sciences).
Heitmann, M., Lehmann, D. R., & Herrmann, A. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of Marketing Research, 44(2), 234–250.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800.
IBGE / PAS. (2016). Annual Survey of Services, IBGE, Rio de Janeiro.
Ismail, A., Rose, I. R., Tudin, R., & Dawi, N. M. (2017). Relationship between Service Quality and Behavioral Intentions: The Mediating Effect of Customer Satisfaction. Etikonomi, 16(2), 125–144.
Izogo, E. E., & Ogba, I.-E. (2015). Service quality, customer satisfaction and loyalty in automobile repair services sector. International Journal of Quality & Reliability Management, 32(3), 250–269.
Javed, M. K., & Wu, M. (2020). Effects of online retailer after delivery services on repurchase intention: An empirical analysis of customers’ past experience and future confidence with the retailer. Journal of Retailing and Consumer Services, 54, 101942.
Johnson, D. M., & Russell, R. S. (2015). SEM of service quality to predict overall patient satisfaction in medical clinics: A case study. Quality Management Journal, 22(4), 18–36.
Kitapci, O., Akdogan, C., & Dortyol, I. T. (2014). The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of-mouth communication in the public healthcare industry. Procedia-Social and Behavioral Sciences, 148, 161–169.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.
Lee, H., Lee, Y., & Yoo, D. (2000). The determinants of perceived service quality and its relationship with satisfaction. Journal of Services Marketing, 14(3), 217–231.
Li, Y, & Shang, H. (2020). Service quality, perceived value, and citizens’ continuous-use intention regarding e-government: Empirical evidence from China. Information & Management, 57(3), 103197.
Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218.
Liu, W.-K., Lee, Y.-S., & Hung, L.-M. (2017). The interrelationships among service quality, customer satisfaction, and customer loyalty: Examination of the fast-food industry. Journal of Foodservice Business Research, 20(2), 146–162.
Lopez, C., Gotsi, M., & Andriopoulos, C. (2011). Conceptualising the influence of corporate image on country image. European Journal of Marketing, 45(11/12), 1601–1641.
Mangini, E. R., Urdan, A. T., & Santos, A. (2017). Da Qualidade em Serviços à Lealdade: Perspectiva Teórica do Comportamento do Consumidor. Revista Brasileira de Marketing, 16(2), 207–217.
Meesala, A., and Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services. 40, 261-269.
Mensah, I., & Dei Mensah, R. (2018). Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus.
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25–48.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 41–50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
Sedunov, J. (2020). Small banks and consumer satisfaction. Journal of Corporate Finance, 60, 101517.
Rice, S., Winter, S. R., Doherty, S., & Milner, M. (2017). Advantages and disadvantages of using internet-based survey methods in aviation-related research. Journal of Aviation Technology and Engineering, 7(1), 5.
Scott, K. A., & Weaver, S. T. (2014). To Repair or Not to Repair: What is the Motivation? Journal of Research for Consumers.
Thyroff, A., & Kilbourne, W. (2018). Self-enhancement and individual competitiveness as mediators in the materialism/consumer satisfaction relationship. Journal of Business Research, 92, 189-196.
Vargas Neto, A., & Luce, F. B. (2012). Mensuração de Brand Equity Baseado no Consumidor: Avaliação de Escala Multidimensional. V EMA - Encontro de Marketing Da ANPAD, 1–16.
Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6), 405–421.
Wang, X., & Yang, Z. (2010). The effect of brand credibility on consumers brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of Global Marketing, 23(3), 177–188.
Wang, C., & Teo, T. S. H. (2020). Online service quality and perceived value in mobile government success: An empirical study of mobile police in China. International Journal of Information Management, 52, 102076.
Watkins, M. W. (2018). Exploratory factor analysis: A guide to best practice. Journal of Black Psychology, 44(3), 219-246.
Wu, P. C. S., Yeh, G. Y.-Y., & Hsiao, C.-R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), 30–39.
Wu, S.-I., & Chen, Y.-J. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6(5), 81
Yang, K. F., Yang, H. W., Chang, W. Y., & Chien, H. K. (2017). The Effect of Service Quality Among Customer Satisfaction, Brand Loyalty and Brand Image. Industrial Engineering and Engineering Management (IEEM), 2017 IEEE International Conference On, 2286–2290.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. (2003). Customer perceptions of service. Services Marketing: Integrating Customer Focus across the Firm.
Zhou, R., Wang, X., Shi, Y., Zhang, R., Zhang, L., & Guo, H. (2018). Measuring e-service quality and its importance to customer satisfaction and loyalty: an empirical study in a telecom setting. Electronic Commerce Research, 1–23.
How to Cite
Copyright (c) 2022 Revista de Administração da UFSM
This work is licensed under a Creative Commons Attribution 4.0 International License.
This journal remains the copyright holders of articles published. In order to be published, authors must sign the Copyrights Letter, which is sent to the authors by e-mail, thus granting rights, including on translation, to ReA/UFSM. The journal grants third parties the right to use, reproduce, and share the article according to the Creative Commons license agreement (CC-BY 4.0), as stated in the article’s PDF documents.