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Perceived Quality and Corporate Image in Mobile Services: The Role of Technical and Functional Quality

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  • Babic-Hodovic Vesna

    (University of Sarajevo, School of Economics and Business)

  • Arslanagic-Kalajdzic Maja

    (University of Sarajevo, School of Economics and Business)

  • Imsirpasic Amina

    (BH Telecom/Development department)

Abstract

The purpose of this study is to assess the technical (output) and functional (process) quality of mobile services, as well as the role of corporate image as a mediator between technical/functional quality perceptions and overall quality assessment of mobile services. Grönroos’s service quality model is used as the conceptual base of the study. Technical quality was operationalized through two sub-dimensions: baseline network quality and augmented technical quality. The SERVPERF framework was used in the operationalization of the functional quality. A quantitative survey was conducted with (n = 414) customers of the telecommunication operator in B&H. The results suggest that corporate image mediates the effects of (1) two functional quality dimensions (tangibles and assurance) and (2) both technical quality dimensions on the overall service quality assessment. The core technical quality dimension (network) is also directly related to overall service quality perception. A discussion of the results and their implications for theory and practice is then presented.

Suggested Citation

  • Babic-Hodovic Vesna & Arslanagic-Kalajdzic Maja & Imsirpasic Amina, 2017. "Perceived Quality and Corporate Image in Mobile Services: The Role of Technical and Functional Quality," South East European Journal of Economics and Business, Sciendo, vol. 12(1), pages 114-125, April.
    • Handle: RePEc:vrs:seejeb:v:12:y:2017:i:1:p:114-125:n:11
    DOI: 10.1515/jeb-2017-0011
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    References listed on IDEAS

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    More about this item

    Keywords

    mobile services; technical service quality; SERVPERF; perceived image;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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