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Investigating the Mediating Role of Trust Between Service Quality and Customer Value Co-creation: A Study of Chinese Mobile Banking Industry |
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| รหัสดีโอไอ | |
| Creator | Fei Lu |
| Title | Investigating the Mediating Role of Trust Between Service Quality and Customer Value Co-creation: A Study of Chinese Mobile Banking Industry |
| Publisher | Stamford International University |
| Publication Year | 2568 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 16 - 35 |
| Keyword | Generation cohort, mobile banking, service quality, trust, customer value co-creation |
| URL Website | https://so13.tci-thaijo.org/index.php/AJMI |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | The objective of this research is to propose an innovative theoretical paradigm to investigate the customer value co-creation behaviors (CVCCB) and its antecedents’ effects under Chinese mobile banking context by adopting Stimulus-Organism-Response (SOR) theory. This study also aims to examine the moderating effects of generational differences on customer’s perceived trust and CVCCB basing on generational theory. This research will extend prevailing knowledge of CVCCB by investigating its antecedent factors’ influences from holistic perspective. A total of 599 sampled survey responses were collected from various Chinese provinces and utilized in quantitative statistical analysis such as Structural Equation Modelling and path analysis. The test results from this study concluded the significant effects of the hedonic values in mobile banking service quality (MBSQ), customer perceived trust (CPT) and generational differences’ on CVCCB in Chinese mobile banking (M-banking) setting. Despite limitations such as using smaller sample size and lower-order CVCCB construct, these study results can offer valuable insights for financial institutes’ management to effectively management customer relationship in the highly competitive Chinese digital finance service context |
