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Electronic Service Quality and Behavioral Intention: Analyzing the Mediating Role of Customer Trust and Perceived Value (in Persian)

Author

Listed:
  • ardalan, mostafa

    (Institute for management and planning studies)

  • khademi, mehdi

    (Institute for management and planning studies)

  • rasouli ghahroodi, mehdi

    (Institute for management and planning studies)

Abstract

The development of virtual space leads to an increase in competition in this area, resulting in higher customer expectations of perceived value. Consequently, offering electronic services proportional to or beyond the needs of customers can significantly influence their behavioral intention. Using exploratory approach, relationships among electronic service quality with behavioral intention (repurchase intention, word of mouth and willingness to pay more) were investigated with regard to perceived value and trust. The sample consisted of 384 AsiaTech firm customers who completed the questionnaires. To analyze data, structural equation modeling was applied. Results show that electronic service quality has a positive and significant impact on perceived value and trust. Moreover, perceived value and trust have positive and significant impact on customer behavioral intention. Also, electronic service quality indirectly affects behavioral intention through perceived value and trust, but no direct relationship is found between electronic service quality and behavioral intention dimensions.

Suggested Citation

  • ardalan, mostafa & khademi, mehdi & rasouli ghahroodi, mehdi, 2016. "Electronic Service Quality and Behavioral Intention: Analyzing the Mediating Role of Customer Trust and Perceived Value (in Persian)," Management and Development Process Quarterly (٠صلنامه ٠رایند مدیریت Ùˆ توسعه), Institute for Management and Planning studies, vol. 29(2), pages 3-24, September.
    • Handle: RePEc:auv:jijmdp:v:29:y:2016:i:2:p:3-24
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