RT info:eu-repo/semantics/article
T1 Effects of perceived value and customer service on brand satisfaction
A1 Sebastián Morillas, Ana Belén
A1 Monfort, Abel
A1 López Vázquez, Belén
K1 customer satisfaction
K1 perceived value
K1 customer service
K1 brand satisfaction
K1 PLS-SEM
AB In the current environment, consumers increasingly make demands of brands, forcing them to adapt to consumers’ needs. As a consequence, it is important to study the variables that influence customer satisfaction when buying their favorite brands. This study analyzes three constructs as follows: perceived value, customer service and satisfaction. A questionnaire built on validated scales was completed by 1,521 individuals using the PLS-SEM model. The results reveal that perceived value and customer service positively influence brand satisfaction. Thus, perceived value acts as a complementary mediating variable and high levels of customer service directly increase satisfaction.
SN 1049-6491
YR 2023
FD 2023
LK https://uvadoc.uva.es/handle/10324/74042
UL https://uvadoc.uva.es/handle/10324/74042
LA eng
NO Journal of Promotion Management, 2024, vol. 30, n.2, p. 187-203.
NO Producción Científica
DS UVaDOC
RD 04-abr-2025