Journal
ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
Volume 8, Issue 5, Pages 228-240Publisher
ELSEVIER
DOI: 10.1016/j.elerap.2009.04.002
Keywords
Service quality; Mobile brokerage service; Multidimensional and hierarchical method
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Funding
- National Natural Science Foundation of China [70731001]
- Ministry of Education [NCET-08-0233]
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Using mobile brokerage service as an example, we propose and test a multidimensional and hierarchical model of mobile service (m-service) quality using a sample of 338 respondents from the two largest m-service providers in China: China Mobile and China Unicom. Through three-stage validation, we are able to confirm all three levels of the proposed hierarchical structure where a customer's perceived m-service quality includes primary dimensions of interaction, outcome, and environment qualities. Each primary dimension further has its sub-dimensions. Our empirical results also show that corporate image moderates the effects of environment and outcome qualities on the service quality. Our proposed model provides implications for future research on mobile commerce. (c) 2009 Elsevier B.V. All rights reserved.
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