VALIDATING THE IMPACT OF CUSTOMER PERCEIVED VALUE ON CUSTOMER SATISFACTION AND BEHAVIOURAL INTENTIONS. THE CASE OF MOBILE COMMUNICATION USERS IN UNIVERSITIES

Abstract

This research pursues to extend our understanding of the dimensions of customer perceived value and its effects on behavioural intentions in various segments of the mobile communications industry adapting the Perval and Gloval scales in a replication study. A multi-dimensional model of customer perceived value was applied in measuring effects of the value dimensions on customer satisfaction and customer behavioural intentions. A sample consisting of 328 usable responses from mobile communication users was utilised in determining reliability and validity of six dimensions of customer value with 26 items. Confirmatory composite analysis software, Adanco PLSc-SEM was utilised to analyse the applicability of the customer perceived value latent constructs in line with theory and then test the hypothesized measurement model. The study findings acknowledge the importance of previous studies which note the importance of network coverage in mobile communications, hence marketers need to focus on dimensions that enable them to convert attitudes to actual purchase. The practical application focus of this research is to build cognitive awareness of the key contribution of customer perceived value towards strategic advantage.