Impact of E-Service Qualtiy of Mobile Application on Customer Perceived Value

The present study examines the effect of mobile app service quality on consumer perceived value (CPV) in online shopping in India, specifically in Bengaluru, and customer satisfaction (CS) on CPV. A quantitative research method was employed, in which data were collected from 222 randomly selected consumers using structured questionnaires and interviews. The analysis was conducted in R Studio, utilizing analyses that included discriminant validity, confirmatory factor analysis, and structural equation modeling (SEM). The findings indicate that mobile app service quality has a significant impact on CPV, with reliability and consumer service being the most critical dimensions. In contrast, content quality was the least essential of the dimensions. Additionally, CS had a significantly positive effect on CPV and partially mediated the relationship between content quality, navigation, visual design, contact, and CPV.