The relationship between quality, service value, customer satisfaction and behavioral intentions: A case study in mobile banking in Ho Chi Minh City

Abstract

Based on theoretical models of Cornin et
al. (1999, 2000) and Wang et al. (2004), this study
attempts to examine whether customer value is an
intermediary factor that affects service quality,
customer satisfaction and behavioral intentions. The
research was conducted on a sample of 194 consumers
in Ho Chi Minh City. Scales of the research was
developed through Cronbach’s alpha test,
exploratory factor analysis (EFA). Path Analysis
pointed out that customer value is an intermediary
factor in cause and effect relationship between the
factors of service quality, customer satisfaction and
behavioral intentions. This was due to the fact that
improved satisfaction leads to positive behavior
(Cornin et al., 1999, 2000). Besides, the research also
found that network quality, tangible have a
significant impact on customer value and customer
satisfaction. It is undeniable that service suppliers
should improve those factors in order to satisfy
customer.