Investigating the Mediating Role of the Value Equity in the Effect of Service Quality on Customer Satisfaction (Case study: Tabriz traditional market)
Subject Areas : Journal of Value Chain ManagementKarim Esgandari 1 , Shadi Orafaye Jamshidi 2 * , sheida Orafaye Jamshidi 3
1 - Department of Public Administration, Payam Noor University, PO BOX 19395-4697 Tehran, Iran
2 - P.h.D Candidate in Business Management, Payame Noor University, PO. BOX, 19395-3697, Tehran, Iran
3 - P.h.D Candidate in Economics, Payame Noor University, PO. BOX, 19395-3697, Tehran,
Keywords: Interaction Quality, Environment Quality, Outcome Quality, Customer Satisfaction, Value Equity,
Abstract :
The purpose of this study is to investigate the mediating role of the value equity in the effect of service quality on customer satisfaction. The statistical population of this study is Tabriz Traditional Market Customers. The sample size is estimated at 384 people based on the Cochran formula. The sample size was achieved 384 people through Cochran formula. The cluster sampling is used for sampling. The data collection tool is a questionnaire. Descriptive statistics were tested by using SPSS software and the test of research hypotheses and the proposed model was tested by using structural equations with partial least squares method (PLS software). The results of the data collected from the customers of Tabriz Traditional Market indicate that the interaction quality, environment quality directly and indirectly through the mediating variable of the value equity affects customer satisfaction and the Outcome quality does not directly affect customer satisfaction, but its effect is significant through the mediator variable. On the other hand, the variables of interaction quality and the environment quality affect the value equity and the effect of output quality on the value of the utility is not significant. Also, the value equity affects customer satisfaction.