Online Service Quality and Brand Equity: The Mediational Roles of Perceived Value and Customer Satisfaction
Document Type
Article
Source of Publication
Journal of Internet Commerce
Publication Date
10-2-2015
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.
DOI Link
ISSN
Publisher
Routledge
Volume
14
Issue
4
First Page
509
Last Page
530
Disciplines
Business
Keywords
brand equity, online service quality, satisfaction, UAE, value
Scopus ID
Recommended Citation
Abu ELSamen, Amjad A., "Online Service Quality and Brand Equity: The Mediational Roles of Perceived Value and Customer Satisfaction" (2015). All Works. 2594.
https://zuscholars.zu.ac.ae/works/2594
Indexed in Scopus
yes
Open Access
no