The Effect of Service Quality and Consumer Relationship Quality on Cash Express Providers: An Evidence from Cambodia’s Regional

Abstract

Where there is an opportunity, there is a profit and where there is a profit there are the investors who are mouth-watering in investing in this occasion. According to Baye (2010), “Profit signals resource holders where resources are most highly valued by society”. As a result, this phenomenon leads to the competitive market. In addition, in the competitive world, low price attract more customers; however, as a nature of service domain, this cannot be as a standard for attracting more customers. This study propose two variables namely, service quality and consumer relationship quality as the two main factors influencing service branding. The present study tries to explore the relationship among the predictors such as service quality and consumer relationship quality in a relational context in order to understand the linking role with brand trust and customer-based brand equity. The sample size consists of 391 respondents who are the existing customers of cash express service providers in Phnom Penh, Cambodia. This paper will be based on quantitative research method by conducted questionnaires, both online and offline, in order to obtain the results. The study utilized Pearson’s correlation and linear regression to examine the relationship between variables. The result indicated that service quality and consumer relationship quality were the two main elements in generating customer-based brand equity in service domain, especially cash express industry in Cambodia. Moreover, brand trust was found out to be important background factors which affect the customer-based brand equity. The result indicated that, the perceptions of service quality and consumer relationship quality can be regarded as antecedents to brand trust, which in turn affect customer-based brand equity.

Keywords: service quality, consumer relationship quality, brand trust, customer-based brand equity