Abstract
Not only the organization needs empirical data but also they need a model to understand how to integrate service quality and experience economy concepts to discover the customer’s behavioural intention to select a service provider. The purpose of this conceptual paper are to critically review and identify the gaps in current literature on service quality and experience economy, building relationship between functional quality; technical quality; experience economy towards customer’s behavioural intention in selecting a broadband internet service operator when service quality and consumer’s perception play as a mediating variable. The proposed conceptual framework assist broadband internet service providers to understand how technical and functional quality; peak experience can contribute to understand the consumer’s behavioral intention in selecting a broadband service operator’s services. In addition this paper presents an analysis in various aspects of service quality and experience economy and come up with a conceptual framework which may value to researchers in consumer behavior field and mangers in marketing field to provide better service quality to the end users.
Highlights
The organization needs empirical data and they need a model to understand how to integrate service quality and experience economy concepts to discover the customer’s behavioural intention to select a service provider
In addition this paper presents an analysis in various aspects of service quality and experience economy and come up with a conceptual framework which may value to researchers in consumer behavior field and mangers in marketing field to provide better service quality to the end users
For instance: according to Malaysian Communications and Multimedia Commission (SKMM) (2010) Malaysia is amongst the earliest to overhaul its regulatory framework,which led to the creation of the SKMM in 1998, the Telecommunications Act 1950, Broadcasting Act 1998 were repealed and replaced by the Communications and Multimedia Act 1998
Summary
In recent time the existence use of cellular phone and internet technology play as a major role in development of economy and social life (O’Leary & O’Leary, 2005). The present study aims to gather previous empirical research on service quality; economic of experience; perception and consumers behavioral intention which helped the researchers in this study to draw a conceptual framework for further empirical test under the broadband internet services industry. In this study the researchers continue by developing theoretical mechanisms which combine both service quality attributes and experience economy to construct a theory to further empirical test. The researchers in this study bring these foundations to the consumer behavior context and apply them to the model of consumer’s purchase intention to show the role of service quality and experience econmy towards the purchase intention. This research is important because the study of behavioral aspects of consumers’ is of great importance for marketers which can be apply by them to find out the consumers’ ultimate needs in this particular sector
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