A multidimensional and hierarchical model of mobile service quality

Authors:
Yaobin Lu;Long Zhang;Bin Wang
Affiliations:
School of Management, Huazhong University of Science and Technology, Wuhan 430074, PR China;School of Management, Huazhong University of Science and Technology, Wuhan 430074, PR China;College of Business Administration, University of Texas-Pan American, Edinburg, TX 78539, USA
Venue:
Electronic Commerce Research and Applications
Year:
2009

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Abstract

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.