Service quality and behavioural intentions in broadband services selection

Rahman, Muhammad Sabbir and Aziz, Md. Nusrate (2014) Service quality and behavioural intentions in broadband services selection. Marketing Intelligence & Planning, 32 (4). pp. 455-474. ISSN 0263-4503

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Abstract

Purpose – The purpose of this paper is to examine consumers’ perceptions and their behavioural intentions in selecting an internet broadband service in Malaysia by inspecting young users’ perceptions, in respect of the technical, functional and experience economy perspective. Design/methodology/approach – A survey methodology using questionnaires was adopted to solicit the required information from 400 existing, as well as potential users. Data were analysed through exploratory factor analysis, confirmatory factor analysis and structural equation modelling. Findings – The research shows that in selecting an operator's service both technical and functional qualities are highly mediated by young consumers’ perceptions in explaining their behavioural intentions. The paper also finds that the experience economy variable has a direct effect, which is more dominant on young consumers’ behavioural intentions than the indirect effect through perception, which implies a partial mediation.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Faculty of Management (FOM)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 23 Jul 2014 05:18
Last Modified: 23 Jul 2014 05:18
URI: http://shdl.mmu.edu.my/id/eprint/5639

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