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

Abstract

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 s