THE IMPORTANCE OF SERVICE VALUE AND CORPORATE IMAGE ON CUSTOMER SATISFACTION IN MOBILE BANKING SERVICES

Anabela Fragata, Helena Teixeira, Luisa Valente

Resumo


This paper intends to empirically examine the creation of customer satisfaction, along with the influence of service value, corporate image and trust in mobile banking services. The negative relationship between customer satisfaction and brand switching intention was also tested.

The data was analysed by employing exploratory as well as confirmatory analysis and a Structural Equation Model was extracted from 120 Portuguese respondents. The results suggest a strong impact of corporate image in service value and both are positively related with customer satisfaction.


Palavras-chave


Mobile Banking, Customer Satisfaction, Corporate Image, Service Value, Trust, Switching Intention

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DOI: https://doi.org/10.46691/es.v1i29428

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