Assessing the Roles of Service Quality and Customer Satisfaction in the Formation of the Purchase Intentions of Mexican Consumer

The following study investigates the relative roles of quality perceptions and customer satisfaction judgements in the formation of the purchase intentions of Mexican consumers. Data for the study included three hundred and sixty five surveys of adult Mexican consumers that were captured using mall intercepts in a large city in central Mexico. The results suggest that (1) satisfaction judgements appear to contribute more to purchase intentions, and (2) the nature of the relationship tetween the satisfaction and quality constructs in this process appears largely additive rather than interactive-contrary to findings recently reported with consumers of the United States.

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