The Influence of Customer Participation and Convenience on Customer Satisfaction: A multiple mediation

Resumo

Trilha Acadêmica 2 - Comportamento do Consumidor”: The purpose of this paper is to present a model that connects predictors of customer satisfaction considering Service Domain-Logic assumption and convenience and quality of service as sources that were identified as relevant aspects for customer satisfaction related to financial services. Based on a field survey of a sample of six hundred and eight respondents was obtained, which enabled the measurement of the researched variables using existing scales of satisfaction in financial services. The participants were undergraduate students from five different universities. Who considered their main provider of banking services to answer the survey questions? Structural equation modeling was used for data analysis to test research hypotheses. The predictive effects of convenience, economic value, and quality of service have proved to be significant for customer satisfaction. Perceived service quality was identified as a mediator of the relationship between convenience and customer satisfaction.

Keywords: Customer satisfaction, Customer participation, Economic value, Convenience, Perceived service quality.