Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation

This study aims to investigate the relationships of perceived service quality, brand image, customer satisfaction, and purchase intention. The moderated mediating role of brand love is examined on 522 mobile phone consumers in Taiwan. This study found a positive relationship between perceived service quality and purchase intention. Brand image and customer satisfaction play a fully mediated role between perceived service quality and purchase intention. Moderated mediation model one and two found that brand love plays a moderated mediating role on perceived service quality through brand image and customer satisfaction to purchase intention respectively. The results indicate that when the degree of brand love is high, the indirect effect of brand image on the perceived service quality of the purchase intention is strong; on the contrary, when the degree of brand love is low, the indirect effect of brand love on the perceived service quality and purchase intention is weak.