Top

Published in:

2024 | OriginalPaper | Chapter

Modeling Digital Television Service Quality and Testing the Relationship Between Service Quality and Behavioral Intention: The Mediating Role of Satisfaction

Authors : Vo Minh Sang, Truong Hong Vo Tuan Kiet

Published in: New Perspectives and Paradigms in Applied Economics and Business

Publisher: Springer Nature Switzerland

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

The purpose of this research was to examine the mediation impact of customer satisfaction on the relationship between service quality and customer behavioral intention in digital television services. Quantitative research method is used for this study; Structural Equation Modeling was used to test the correlation between components in the research model. The research results have systematically modeled seven components of digital television service quality, including content attractiveness, content characteristics, performance quality, transmission quality, program structure, advertising program, and multiple platform. This study's findings confirm that content attractiveness, performance quality, transmission quality, program structure, and multiple platforms are the five of the seven components of digital television service quality that have a significant positive impact on customer satisfaction and behavioral intention. The favorable effect of digital television service quality on behavioral intention has been amplified, and this astonishing discovery verifies the mediating function of pleasure in this process. Theoretically, the study's findings help model the quality of digital television service and reveal a link between these factors and viewer pleasure and behavior change intentions. This useful finding supports the argument that efforts are being made to enhance advertising programs, which in turn improves audiences’ acceptance of advertising programs on digital entertainment platforms and mitigates the detrimental effects of advertising on audience satisfaction and behavioral intention. The study's managerial contribution is a set of recommendations for companies offering digital television service to increase customer satisfaction and positive behavioral intention.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Marketing Communications in the Sharing Economy: Is the Brand of the Car Important to Car-Sharing Users?

next chapter The Image of the Emerging Cycling Landscape in the Philippines and Its Challenges

Hume, M., Sullivan, M.G.: The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts. J. Serv. Mark. 24(2), 170–182 (2010). https://doi.org/10.1108/08876041011031136CrossRef

Hsien-Tang, K., Chi, C., Nan-Shiun, C.: An empirical investigation of the consumer demand for digital television application services. Behav. Inf. Technol. 32(4), 397–409 (2013). https://doi.org/10.1080/0144929X.2011.608810CrossRef

Hayiel, H.: TV today, mobile TV tomorrow? Extrapolating lessons from Israeli consumers’ adoption of innovative TV viewing technology. Int. J. Media Manag. 17(2), 69–92 (2015). https://doi.org/10.1080/14241277.2015.1030748CrossRef

Ahrholdt, D., Gudergan, S., Ringle, C.: Enhancing service loyalty: the roles of delight, satisfaction, and service quality. J. Travel Res. 56, 436–450 (2017). https://doi.org/10.1177/0047287516649058CrossRef

Priporas, C., Stylos, N., Fotiadis, A.: Generation Z consumers’ expectations of interactions in smart retailing: a future agenda. Comput. Hum. Behav. 77, 374–381 (2017)CrossRef

Famiyeh, S., Asante-Darko, D., Kwarteng, A.: Service quality, customer satisfaction, and loyalty in the banking sector: the moderating role of organizational culture. Int. J. Qual. Reliab. Manage. 35(6), 1546–1567 (2018). https://doi.org/10.1108/IJQRM-01-2017-0008

Tantri, Y.R.S., Dora, O.: Enhancing patronage intention on online fashion industry in Indonesia: the role of value co-creation, brand image, and E-Service quality. Cogent Bus. Manage. 9, 1 (2022). https://doi.org/10.1080/23311975.2022.2065790

Mohamad, N., Devandran, S.P., Muhammad, A.R., Nurul, A.N.: Predictors of behavioral intention among tourist: the case of revisiting street food spots in Penang, Malaysia. J. Foodservice Bus. Res. 25(40), 475–497 (2022). https://doi.org/10.1080/15378020.2021.1964418

Charles, M., Adolf, G.G., Olumide, O.J.: Moderators of the effect of viewer satisfaction on loyalty towards television channels in Harare, Zimbabwe. J. Afr. Bus. 23(4), 851–868 (2022). https://doi.org/10.1080/15228916.2021.1956801

10.

Khoo, K.L.: A study of service quality, corporate image, customer satisfaction, revisit intention and word-of-mouth: evidence from the KTV industry. PSU Res. Rev. 6(2), 105–119 (2022). https://doi.org/10.1108/PRR-08-2019-0029CrossRef

11.

Fuentes-Blasco, M., Moliner-Velázquez, B., Gil-Saura, I.: Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing. Manag. Decis. 55(7), 1558–1577 (2017). https://doi.org/10.1108/MD-03-2016-0138CrossRef

12.

Luong, T.T.: Measuring audience satisfaction in Ho Chi Minh City for VTV3. Master Thesis in Economics, University of Economics Ho Chi Minh City (2006)

13.

Nguyen, T.T.T.: Research on customer satisfaction for MyTV television service in Da Nang City. Thesis of Master of Business Administration. Da Nang University (2012)

14.

Ninh, N.T.: Impact of TV program quality on audience satisfaction (survey case: economic channels in Ho Chi Minh City). Master Thesis in Economics, University of Economics Ho Chi Minh City (2014)

15.

Vo, A.D.: Solutions to improve audience satisfaction for Quang Tri television channel. Master Thesis of Economic Science, Hue University of Economics (2014)

16.

Nguyen, X.N., Tran, K., Nguyen, T.A.: Impact of service quality on in patients’ satisfaction, perceived value, and customer loyalty: a mixed-methods study from a developing country. Patient Preference Adherence 15, 2523–2538 (2021). https://doi.org/10.2147/PPA.S333586

17.

Garvin, D.A.: Quality on the Line. Harv. Bus. Rev. 61, 65–73 (1983)

18.

Gronroos: A service quality model and its marketing implications. Eur. J. Mark. 18(4), 26–44 (1984). https://www.researchgate.net/profile/Christian-Groenroos/publication/233522386_A_Service_Quality_Model_and_Its_Marketing_Implications/links/0c96052a58f958eecc000000/A-Service-Quality-Model-and-Its-Marketing-Implications.pdf

19.

Hjorth-Anderson, C.: The concept of quality and the efficiency of markets for consumer products. J. Consumer Res. 11, 708–718 (1984). http://www.jstor.org/stable/2488977

20.

Parasuraman, A., Zeithaml, V., Berry, L.: SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. J. Retail. 64(1), 12–40 (1988). https://www.researchgate.net/profile/Valarie-Zeithaml-2/publication/225083802_SERVQUAL_A_multiple_Item_Scale_for_measuring_consumer_perceptions_of_service_quality/links/5429a4540cf27e39fa8e6531/SERVQUAL-A-multiple-Item-Scale-for-measuring-consumer-perceptions-of-service-quality.pdf

21.

Parasuraman, A., Zeithaml, V.A., Berry, L.L.: A conceptual model of service quality and its implications for future research. J. Mark. 49(4), 41–50 (1985). https://doi.org/10.1177/002224298504900403

22.

Zeithaml, V.: Defining and Relating Price, Perceived Quality, and Perceived Value. Report No, 87-101. Marketing Science Institute, Cambridge, MA (1987)

23.

Zeithaml, V., Bitner, M.: Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill Education, New York, NY (2003)

24.

Lehtinen, U., Lehtinen, J.R.: A study of quality dimensions. Service Manage. Inst. 5, 25–32 (1982)

25.

Scarpi, D.: Work and fun on the internet: the effects of utilitarianism and hedonism online. J. Interact. Mark. 26(1), 53–67 (2012). https://doi.org/10.1016/j.intmar.2011.08.001CrossRef

26.

Nanda, A., Banerjee, R.: Binge watching: an exploration of the role of technology. Psychol. Mark. 37(9), 1212–1230 (2020). https://doi.org/10.1002/mar.21353CrossRef

27.

Satyaki, D., Tathagata, G.: Linking service quality, value, and loyalty in the V-o-D service context through a review of literature. Cogent Bus. Manage. 9(1) (2022). https://doi.org/10.1080/23311975.2022.2143311

28.

Kasiri, L.A., Cheng, K.T.G., Sambasivan, M., Sidin, S.M.: Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty. J. Retail. Consumer Services 35(C), 91–97 (2017). https://doi.org/10.1016/j.jretconser.2016.11.007

29.

Mohammed, H., Mokhtar, E., Amjad, S., Amer, K.A., Waleed, A.-R., Javier, C.-F.: Understanding Arab social TV viewers’ perceptions of virtual reality acceptance. Cogent Soc. Sci. 9, 1 (2023). https://doi.org/10.1080/23311886.2023.2180145

30.

Kotler, P., Armstrong, G., Opresnik, M.O.: Principles of Marketing, 17th edn. Pearson (2018)

31.

Raouf, A.R., Shehnaz, T., Murtaza, H.I., Shakir, H.P.: Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: an empirical study in the hospitality sector. J. Global Scholars Mark. Sci. 29(2), 196–217 (2019). https://doi.org/10.1080/21639159.2019.1577694

32.

Sundar, S.S., Limperos, A.M.: Uses and grats 2.0: new gratifications for new media. J. Broadcasting Electronic Media 57(4), 504–525 (2013). https://doi.org/10.1080/08838151.2013.845827

33.

Wang, C.L., Li, D., Barnes, B.R., Ahn, J.: Country image, product image, and consumer purchase intention: Evidence from an emerging economy. Int. Bus. Rev. 21(6), 1041–1051 (2012). https://doi.org/10.1016/j.ibusrev.2011.11.010CrossRef

34.

Johannes, K.: Advertising in social media: a review of empirical evidence. Int. J. Advert. 35(2), 266–300 (2016). https://doi.org/10.1080/02650487.2015.1021898CrossRef

35.

Pashkevich, M., Dorai-Raj, S., Kellar, M., Zigmond, D.: Empowering online advertisements by empowering viewers with the right to choose. J. Advert. Res. 52(4), 451–457 (2013). https://doi.org/10.2501/JAR-52-4-451-457CrossRef

Title: Modeling Digital Television Service Quality and Testing the Relationship Between Service Quality and Behavioral Intention: The Mediating Role of Satisfaction
Authors: Vo Minh Sang
Truong Hong Vo Tuan Kiet
Publisher: Springer Nature Switzerland
Book: New Perspectives and Paradigms in Applied Economics and Business
Print ISBN: 978-3-031-49950-0

Electronic ISBN: 978-3-031-49951-7

Copyright Year: 2024
DOI: https://doi.org/10.1007/978-3-031-49951-7_9

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"