Customer Satisfaction, Perceived Service Quality and Mediating Role of Perceived Value

International Journal of Marketing Studies, Vol. 4, No. 1, February 2012

9 Pages Posted: 2 Feb 2012 Last revised: 7 Feb 2012

See all articles by Saif Ullah Jhandir

Saif Ullah Jhandir

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students

Date Written: February 1, 2012

Abstract

The main objective of this study is to first find out perceived service quality using SERVQUAL and then the role of perceived value as a mediating variable in the service sector of Pakistan. Both descriptive and inferential statistical techniques are used to analyze the effects of independent variables (i.e. perceived service quality) on customer satisfaction (dependent variable) and the role of mediating variable (i.e. perceived value). Stepwise regression analysis is used to examine the effect of the mediating variable (i.e. perceived value) on customer satisfaction. Perceived value was found strongly correlated with satisfaction. Results suggested that perceived value is an important factor in customers’ evaluation of satisfaction. Unlike other studies, I use an aggregate score for perceived service quality instead of service quality characteristics.

Keywords: perceived service quality, service expectation, service perception, perceived value, customer satisfaction and SERVQUAL

JEL Classification: M31

Suggested Citation

Jhandir, Saif Ullah, Customer Satisfaction, Perceived Service Quality and Mediating Role of Perceived Value (February 1, 2012). International Journal of Marketing Studies, Vol. 4, No. 1, February 2012 , Available at SSRN: https://ssrn.com/abstract=1990054

Saif Ullah Jhandir (Contact Author)

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students ( email )

Karachi
Pakistan

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