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Unveiling Direct Effects of Service Quality and Price Perception on Brand Trust and Purchase Intention: A Comprehensive PLS-SEM Analysis

Tanzanian telecom industry has shifted from growth to customer retention, highlighting the importance of understanding service quality and price perception. This study explores how these factors influence customer satisfaction, brand trust, and purchase intention, using the SERVQUAL model, Expectanc...

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Autor principal: Robert MAKORERE
Formato: Artigo
Idioma:Inglês
Publicado em: University of Oradea Publishing House 2025-09-01
coleção:Oradea Journal of Business and Economics
Assuntos:
service quality
perceived price
customer satisfaction
brand trust
purchase intention
Acesso em linha:https://ojbe.steconomiceuoradea.ro/wp-content/uploads/2025/10/OJBE-September-21-35.pdf
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