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

Babic-Hodovic Vesna (), Arslanagic-Kalajdzic Maja () and Imsirpasic Amina ()
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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

South East European Journal of Economics and Business, 2017, vol. 12, issue 1, 114-125

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.

Keywords: mobile services; technical service quality; SERVPERF; perceived image (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:seejeb:v:12:y:2017:i:1:p:114-125:n:11

DOI: 10.1515/jeb-2017-0011

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South East European Journal of Economics and Business is currently edited by Adnan Efendic, Vesna Babić-Hodović and Aziz Šunje

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