The roles of service quality and mediating factors in a customer behavioural intentions model
by Hao-Erl Yang, Kun-Huang Yeh
International Journal of Services Operations and Informatics (IJSOI), Vol. 1, No. 1/2, 2006

Abstract: The purpose of this study is to examine an integrated model of behavioural intentions containing six widely considered constructs (service quality, service value, customer satisfaction, trust, commitment and behavioural intentions) in relationship marketing and service literature and test the direct and indirect effects of service quality on behavioural intentions. Structural equation modelling was applied to the data collected by intercept interview from 301 participants selected by quasi-systematic sampling. The proposed model exhibits reasonable fit with the data and the results of the tests indicate that service quality indirectly and strongly affects customers' behavioural intentions in this model. In addition, the effects of service quality on behavioural intentions are significantly mediated by the paths formed by service value, customer satisfaction, trust and commitment.

Online publication date: Sat, 08-Jul-2006

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