Study On Service Quality,customer Satisfaction, Customer Value And Repurchase Intention

With the formation of the competition structure of the mobile communications market andthe advent of the3G era, the telecommunications industry is undergoing tremendous changeand will face more intense competition. Mobile communications companies are difficult toearn profits relying only on traditional voice services. They have to look for opportunitiesoutside the traditional business like voice services in order to earn more revenue and profits.The mobile value-added business is important.The purposes of this study are to construct an instrument to evaluate service quality ofmobile value-added services and have a further discussion of the relationships among servicequality, perceived value,customer satisfaction, and repurchase intention.Structural equation modeling and multiple regression analysis were used to analyze the datacollected from white collar and students in China. The main findings are as follows:(1)service quality positively influences both customer value and repurchase intention;(2)perceived value positively influences on both customer satisfaction and repurchase intention;(3) customer satisfaction positively influences repurchase intention;(4) service quality hasan indirect positive influence on repurchase intention through customer satisfaction orcustomer value;(5) the proposed model is proven with the effectiveness in explaining therelationships among service quality, customer value, customer satisfaction, and repurchaseintention in mobile added-value services.