<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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&amp;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.</p></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.

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

South East European Journal of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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...

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

Published Online: Jul 06, 2017

Page range: 114 - 125

DOI: https://doi.org/10.1515/jeb-2017-0011

Keywords
mobile services, technical service quality, SERVPERF, perceived image

© 2017 South East European Journal of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Published Online: Jul 06, 2017

Page range: 114 - 125

DOI: https://doi.org/10.1515/jeb-2017-0011

Keywordsmobile services, technical service quality, SERVPERF, perceived image

© 2017 South East European Journal of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
mobile services, technical service quality, SERVPERF, perceived image