The Mediation Effects of Customer Satisfaction on the Relations Between Product Price, Service Quality and Purchasing Decision
Keywords:
Price, Service Quality, Costumer Satisfaction and Purchase Decision
Abstract
This research has two main objetives: (1) to examine the effect of price, service quality and costumer satisfaction on costumer’s purchasing decision, (2) to test the mediation effects of the costumer satisfaction on the relations between product price and service quality on purchasing decision. Data was collected from 82 insurance company’s costumers using questionnaire, and hypothesis was tested using Smart- PLS 3.0. The findings reveal that (1) price, service quality and costumer satisfaction have direct and significant effect on costumer purchasing decision, (2) costumer satisfaction has an indirect and significant effect on the relationship between service quality and costumer’s purchasing decision, and (3) costumer satisfaction has no significant effect on the relationship between product price and costumer’s purchasing decision. The study enriches the existing empirical studies on product price, service quality, costumer satisfaction and purchasing decision in emerging market. The study also provides practical implications to service industry managers to enhance costumer satisfaction and purchasing decision, ultimately increasing market share and organisation profits by considering service quality and product price.
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References
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Ginon, Emilie, Gastón Ares, Sylvie Issanchou, Lúcia Helena Esteves dos Santos Laboissière, and Rosires Deliza. 2014. “Identifying Motives Underlying Wine
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Chien, Li Hsien, and Shu Yi Chi. 2019. “Corporate Image as a Mediator between Service Quality and Customer Satisfaction: Difference across Categorized Exhibitors.” Heliyon 5 (3).
Chui, Teo Boon, Mohd Shukur bin Ahmad, Faezah binti Ahmad Bassim, and Nurnadirah binti Ahmad Zaimi. 2016. “Evaluation of Service Quality of Private Higher Education Using Service Improvement Matrix.” Procedia - Social and Behavioral Sciences 224: 132–40.
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Correia Leal, Catarina, and Aristides I. Ferreira. 2019. “Should I Book Another Hotel? The Effects of Sickness and Ethnicity on Customer Brand Loyalty and Positive Word of Mouth.” International Journal of Hospitality Management, no. October 2018.
Cronin, J. Joseph, and Steven A. Taylor. 1994. “SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality.” Journal of Marketing 58 (1): 125.
Delcourt, Cécile, Dwayne D. Gremler, Allard C.r. Van Riel, and Marcel Van Birgelen. 2013. “Effects of Perceived Employee Emotional Competence on Customer Satisfaction and Loyalty: The Mediating Role of Rapport.” Journal of Service Management 24 (1): 5–24.
Djatmiko, Tjahjono, and Rezza Pradana. 2016. “Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision.” Procedia - Social and Behavioral Sciences.
———. 2017. “Do Customer Reviews Drive Purchase Decisions? The Moderating Roles of Review Exposure and Price.” Decision Support Systems.
Famiyeh, Samuel, Disraeli Asante-Darko, and Amoako Kwarteng. 2018. “Service Quality, Customer Satisfaction, and Loyalty in the Banking Sector: The Moderating Role of Organizational Culture.” International Journal of Quality and Reliability Management 35 (8): 1546–67.
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Ginon, Emilie, Gastón Ares, Sylvie Issanchou, Lúcia Helena Esteves dos Santos Laboissière, and Rosires Deliza. 2014. “Identifying Motives Underlying Wine
Purchase Decisions: Results from an Exploratory Free Listing Task with Burgundy Wine Consumers.” Food Research International 62: 860–67.
Goyal, Anita, Moutusi Maity, Harsandaldeep Kaur, and Harmeen Soch. 2013. “Mediating Roles of Commitment and Corporate Image in the Formation of Customer Loyalty.” Journal of Indian Business Research 5 (1): 33–51.
Guo, Junpeng, Xiaopan Wang, and Yi Wu. 2020. “Positive Emotion Bias: Role of Emotional Content from Online Customer Reviews in Purchase Decisions.” Journal of Retailing and Consumer Services 52 (July 2019).
Hair, Joe F., Marko Sarstedt, Lucas Hopkins, and Volker G. Kuppelwieser. 2014. “Partial Least Squares Structural Equation Modeling (PLS-SEM).” European Business Review 26 (2): 106–21.
Hair, Joe, Carole L. Hollingsworth, Adriane B. Randolph, and Alain Yee Loong Chong. 2017. “An Updated and Expanded Assessment of PLS-SEM in Information Systems Research.” Industrial Management & Data Systems 117 (3): 442–58.
Hair, Joseph F., G. Tomas M. Hult, Christian M. Ringle, and Marko Sarstedt. 2014. Partial Least Squares Structural Equation Modeling (Pls-Sem). London: SAGE Publication LTD.
Hanaysha, Jalal Rajeh. 2018. “An Examination of the Factors Affecting Consumer’s Purchase Decision in the Malaysian Retail Market.” PSU Research Review 2 (1): 7–23.
Helversen, Bettina von, Katarzyna Abramczuk, Wiesław Kopeć, and Radoslaw Nielek. 2018. “Influence of Consumer Reviews on Online Purchasing Decisions in Older and Younger Adults.” Decision Support Systems 113 (March): 1–10.
Henseler, Jörg, Christian M. Ringle, and Marko Sarstedt. 2015. “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling.” Journal of the Academy of Marketing Science 43 (1): 115–35.
Huang, Zhao, and Morad Benyoucef. 2017. “The Effects of Social Commerce Design on Consumer Purchase Decision-Making: An Empirical Study.” Electronic Commerce Research and Applications 25: 40–58.
Jain, Manisha, Anand B. Rao, and Anand Patwardhan. 2018. “Consumer Preference for Labels in the Purchase Decisions of Air Conditioners in India.” Energy for Sustainable Development 42: 24–31.
Ju, Yongwook, Ki Joon Back, Youngjoon Choi, and Jin Soo Lee. 2019. “Exploring Airbnb Service Quality Attributes and Their Asymmetric Effects on Customer Satisfaction.” International Journal of Hospitality Management 77 (August 2018): 342–52.
Jung, Hyo Sun, and Hye Hyun Yoon. 2012. “Why Do Satisfied Customers Switch? Focus on the Restaurant Patron Variety-Seeking Orientation and Purchase Decision Involvement.” International Journal of Hospitality Management 31 (3): 875–84.
Kaur, Harsandaldeep, and Harmeen Soch. 2018. “Satisfaction, Trust and Loyalty: Investigating the Mediating Effects of Commitment, Switching Costs and Corporate Image.” Journal of Asia Business Studies 12 (4): 361–80.
Kotler, Philip, and Kevin Lane Keller. 2018. Marketing Management. Essentials of
Management for Healthcare Professionals.
Koutsothanassi, Eleni, Nancy Bouranta, and Evangelos Psomas. 2017. “Examining the Relationships among Service Features , Customer Loyalty and Switching Barriers in the Greek Banking Sector.” International Journal of Quality and Service Sciences 9 (3/4): 425–40.
Kukar-Kinney, Monika, Nancy M. Ridgway, and Kent B. Monroe. 2012. “The Role of Price in the Behavior and Purchase Decisions of Compulsive Buyers.” Journal of Retailing.
Lien, Che Hui, Yang Cao, and Xing Zhou. 2017. “Service Quality, Satisfaction, Stickiness, and Usage Intentions: An Exploratory Evaluation in the Context of WeChat Services.” Computers in Human Behavior 68: 403–10.
Makanyeza, Charles, and Lovemore Chikazhe. 2017. “Mediators of the Relationship between Service Quality and Customer Loyalty: Evidence from the Banking Sector in Zimbabwe.” International Journal of Bank Marketing 35 (3): 540–56.
Mannan, Mahafuz, Nusrat Chowdhury, Priodorshine Sarker, and Riasat Amir. 2019. “Modeling Customer Satisfaction and Revisit Intention in Bangladeshi Dining Restaurants.” Journal of Modelling in Management 14 (4): 922–47.
Martín-Consuegra, David, Arturo Molina, and Águeda Esteban. 2007. “An Integrated Model of Price, Satisfaction and Loyalty: An Empirical Analysis in the Service Sector.” Journal of Product and Brand Management 16 (7): 459–68.
Maslowska, Ewa, Edward C. Malthouse, and Vijay Viswanathan. 2017. “Do Customer Reviews Drive Purchase Decisions? The Moderating Roles of Review Exposure and Price.” Decision Support Systems.
Meesala, Appalayya, and Justin Paul. 2018. “Service Quality , Consumer Satisfaction and Loyalty in Hospitals : Thinking for the Future.” Journal of Retailing and Consumer Services 40: 261–69.
Moser, Andrea K. 2016. “Consumers’ Purchasing Decisions Regarding Environmentally Friendly Products: An Empirical Analysis of German Consumers.” Journal of Retailing and Consumer Services 31: 389–97.
Nguyen, Adam, and Juan Gloria Meng. 2016. “How Source of Funds Affects Buyer’s Judgments of Price Fairness and Subsequent Response.” Journal of Product and Brand Management 25 (7): 710–20.
Ong, Khian Sin, Bang Nguyen, and Sharifah Faridah Syed Alwi. 2017. “Consumer- Based Virtual Brand Personality (CBVBP), Customer Satisfaction and Brand Loyalty in the Online Banking Industry.” International Journal of Bank Marketing 35 (3): 370–90.
Özkan, Pınar, Seda Süer, İstem Köymen Keser, and İpek Deveci Kocakoç. 2019. “The Effect of Service Quality and Customer Satisfaction on Customer Loyalty: The Mediation of Perceived Value of Services, Corporate Image, and Corporate Reputation.” International Journal of Bank Marketing.
Papafotikas, Iason, Dimitrios Chatzoudes, and Irene Kamenidou. 2014. “Purchase Decisions of Greek Consumers: An Empirical Study.” Procedia Economics and Finance 9 (14): 456–65.
Parasuraman, A.;, Valarie A.; Zeithaml, and Leonard L Berry. 1988. “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service
Quality.” Retailing: Critical … 64 (1): 12–40.
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Published
2020-09-30
How to Cite
Carvalho, H., Saldanha, E. and Amaral, A. (2020) “The Mediation Effects of Customer Satisfaction on the Relations Between Product Price, Service Quality and Purchasing Decision”, Timor Leste Journal of Business and Management, 2(2), pp. 14-26. doi: 10.51703/bm.v2i2.18.
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Articles
Copyright (c) 2020 Timor Leste Journal of Business and Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
