عنوان انگلیسی مقاله:

The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach

ترجمه عنوان مقاله: رویکرد سیستم معادلات همزمان: رابطه بین کیفیت خدمات الکترونیکی درک شده و ارزش ویژه برند

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 11 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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قیمتی از ترجمه مقاله

Abstract The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach

Using the data collected from the online banking users in Taiwan, we build a hierarchical model of ebanking service quality and investigate the relationships among e-service quality, trust, satisfaction, loyalty, and brand equity. Moreover, the simultaneous equations system approach is also applied to transfer the traditional satisfaction-loyalty path into the simultaneous relationships between trust and loyalty, and between satisfaction and loyalty. As the structural form coefficients demonstrate the direct relations between our research constructs, the reduced form estimates further disclose the total impacts of the quality of e-banking service on trust, satisfaction, loyalty, and brand equity, respectively. The results indicate that the perceived quality formed through interaction with an online banking service positively affects customer trust and satisfaction, which in turn in fluence loyalty and brand equity. The significant simultaneous relationships between trust and loyalty, and between satisfaction and loyalty, are confirmed by our data, implying that these relationships must be determined simultaneously, rather than sequentially.

Keywords: Quality of electronic services, Brand equity, Trust, Satisfaction, Loyalty, Simultaneity

رویکرد سیستم معادلات همزمان: رابطه بین کیفیت خدمات الکترونیکی درک شده و ارزش ویژه برند

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