A Measure of Mobile Service Quality: Model Development and Validation

Based on extensive literature review and qualitative research, we propose the multidimensional and hierarchical model to measure the quality of mobile securities service. In the empirical study, the sample which contains 217 valid respondents is selected from China Mobile and China Unicom. Through three stages validating, all three levels of proposed hierarchical structure are very strongly supported. And, the empirical results show that the corporate image moderates the relationships of environment quality and outcome quality with service quality. Yet, corporate image has insignificant moderate effect on the relationship between interaction quality and service quality. Our proposed model provides some implications for the practice and future research in the context of mobile commerce. Further, the limitations of our work are also discussed.