Title

Online Service Quality and Brand Equity: The Mediational Roles of Perceived Value and Customer Satisfaction

Source of Publication

Journal of Internet Commerce

Abstract

© 2015, Taylor & Francis Group, LLC. 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.

Document Type

Article

First Page

509

Last Page

530

Publication Date

10-2-2015

DOI

10.1080/15332861.2015.1109987

Author First name, Last name, Institution

Amjad A. Abu ELSamen, Zayed University

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