THE IMPORTANCE OF SERVICE VALUE AND CORPORATE IMAGE ON CUSTOMER SATISFACTION IN PORTUGUESE MOBILE BANKING SERVICES.

This paper intends to empirically examine the creation of customer satisfaction, along with the influence of service value, corporate image and trust in Portuguese mobile banking services. The negative relationship between customer satisfaction and brand switching intention was also tested. The data was analysed by employing exploratory as well as confirmatory analysis and a Structural Equation Model was extracted from 120 Portuguese respondents. The results suggest a strong impact of corporate image in service value and both are positively related with customer satisfaction. [ABSTRACT FROM AUTHOR]