Service Quality of Mobile Application and Its Effect on Customer Perceived Value (CPV) in Planned Buying

For over five decades, consumer buying behaviour has remained a primary area of interest for marketing researchers. To remain competitive in the market place; measuring consumer perceived value (CPV) in planned buying behaviour is vital for any organizational success. The convenience of usage, enhancement of smartphones and development in wireless communication technology has given a boost to e commerce. With changes in the market dynamics, companies has to understand the usage of mobile application in buying behaviour. The purpose of this study is to develop a measurement tool to assess various dimensions of service quality and explore their effects on Customer Perceived Value, Customer Satisfaction, and Planned Buying Behaviour.
While prior studies have examined Mobile App Service Quality (MASQ), few have integrated both core (technical functionality, efficiency, reliability) and relational (customer support, billing, responsiveness) dimensions within a unified framework. This study addresses that gap by developing and empirically testing a model that assessing their combined impact of MASQ on Consumer Perceived Value, Customer Satisfaction and Planned Buying Behaviour in mobile commerce, specifically within the food and beverages industry. The study contributes to theory by extending MASQ research through an integrated framework and provides practical insights to design user-centric mobile applications that enhance consumer engagement and loyalty.
The study hypothesis provides research results how Mobile App Service Quality (Core and Relational) positively influences planned buying behavior through Customer Perceived Value and customer satisfaction.
This study employs a quantitative research approach, using a structured survey conducted among mobile application users, identified based on varying levels of consumer buying density across different areas of Bengaluru city.
An initial pilot study involving 47 participants was conducted to evaluate model fit and construct development. This was followed by a main study with a larger sample of 696 respondents, which confirmed significant relationships among the five constructs: Core Service Quality, Relational Service Quality, Customer Perceived Value, Customer Satisfaction, and Planned Buying Behaviour.
The main study empirically validated the Mobile Application Service Quality effects on Customer Perceived Value (CPV) in Planned Buying Model. Mobile application used for food & beverages industry based on web report data.ai State of Mobile 2022. Which as ranked the application based on New application downloads, Application store spend, Daily time spent per user.
Planned Buying Behaviour (PPI) serves as the outcome variable, and the findings of the study offer empirical evidence to support this relationship of Service Quality effects on Customer Perceived Value (CPV) in Planned Buying Model. Core M service quality is related to the extent to which M-application is useful due to its features related to content quality, Navigation and Visual designs, System Reliability and Connection Quality and Efficiency. Relational M-service quality is related to the extent to which M-application is useful due to factors related to Contact, Billing and Responsivenenss. Consumer perceived value (CPV) is an individual consumer perception about Mobile applicationService Quality based on the quality, emotional and comparative factors resulting in a strong inclination towards the product purchase. Customer satisfaction (CS) is typically interpreted from two distinct perspectives. The ransaction-specific perspective focuses on a customer‘s satisfaction based on a single, recent purchase experience. In contrast, the cumulative perspective views satisfaction as an overall assessment formed through multiple interactions over time, rather than any isolated event. Research suggests that the cumulative approach offers a more reliable measure of a firm's service performance and is better at predicting post purchase behavior. In the context of mobile commerce, Lin and Wang (2006) described customer satisfaction as a user‘s overall reaction to their cumulative experiences within the mobile commerce.
Findings demonstrate that both core and relational service quality dimensions positively influence planned buying behaviour through CPV and satisfaction. The results offer empirical support for the proposed model while delivering actionable implications for firms seeking to strengthen competitiveness in the mobile commerce landscape.