ELECTRONIC TECHNICAL ASSISTANCE SERVICES QUALITY: MEDIATION ROLE OF BRAND IMAGE AND SATISFACTION ON REPURCHASE INTENTION

QUALIDADE DOS SERVIÇOS DE ASSISTÊNCIA TÉCNICA ELETRÔNICA: PAPEL DA MEDIAÇÃO DA IMAGEM DA MARCA E SATISFAÇÃO NA INTENÇÃO DE RECOMPRA

ABSTRACT

Purpose

This study analyzed the relationship between the perceived quality of electronic equipment technical assistance services with the intention of repurchasing, with the serial mediation model of satisfaction and brand image.

Design/methodology/approach

A quantitative research of a described character was carried out and the survey method was adopted with technical assistance clients (n = 158). The conceptual model was evaluated using regression with bootstrapping. And, for the analysis of the mediation effects, with two mediating variables, an adaptation of the macro PROCESS (Hayes, 2017) was made for the software R. Therefore, four hypotheses were assessed by a cross-section research method using mediation analysis.

Findings

The results indicate that general customer satisfaction mediates the relationship between the quality of the service perceived and the intentions to repurchase. In this sense, it can be concluded that the relationships between the perceived quality in services and the intentions of repurchase only occur through mediation for satisfaction or through the hierarchical causal relationship between satisfaction and image. The empirical test of the proposed model through a serial mediation approach expands the possibilities on understanding consumer brand affiliation processes. Moreover, it highlights the importance of assistance service companies as brand partners.

Originality/value

The main contribution of this research is that satisfaction and brand image are positively associated with the intention to repurchase as reflections of the perceived quality by the technical assistance services of electronic products. Thus, the work shows that customers perceive the quality of the service, and this, in turn, provides positive consequences for both the service provider and the manufacturer (repurchase intentions) and for the customer (satisfaction).

Keywords:
Perceived Quality of Services; Technical Assistance; Satisfaction; Brand image