Can Service Quality Explain Why Users Switch from Free to Premium Services? The Moderating Role of Free Mentality

نوع المستند : المقالات العلمية.

المؤلفون

1 كلية التجارة جامعة المنوفية

2 مدرس ادارة أعمال بالمعهد العالى للفنادق والسياحة والحاسب الالى بالاسكندرية

المستخلص

The current study mainly aims to identify the role of free mentality as a moderator variable in the relationship between service quality and intentions to switch from free to premium services.The study relied on the analytical descriptive approach, using a questionnaire directed to a sample of (290) academic researchers in public and private universities in Egypt. The results showed that there is a direct positive significant effect of service quality and its dimensions (Assurance, Reliability, responsiveness) on purchase intentions. It also showed that there is a direct negative significant effect of free mentality on purchase intentions, Finally, Results was shown that free mentality moderates the positive effect of service quality and its dimensions (Assurance, Reliability) on purchase intentions.The study relied on the analytical descriptive approach, using a questionnaire directed to a sample of (290) academic researchers in public and private universities in Egypt. The results showed that there is a direct positive significant effect of service quality and its dimensions (Assurance, Reliability, responsiveness) on purchase intentions. It also showed that there is a direct negative significant effect of free mentality on purchase intentions, Finally, Results was shown that free mentality moderates the positive effect of service quality and its dimensions (Assurance, Reliability) on purchase intentions.

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