Service quality and customer perceived value are significant for companies since they are highly correlated with loyalty, retention, and repurchase in a way that they all contribute to increasing profitability. This study aims at presenting a conceptual model for Service Quality (SQ) and Customer perceived value (CPV) in six large software companies in Iran.
To do so, after reviewing the related literature, the effective factors in the SQ and CPV were identified. Then, questionnaires were distributed among the customers of the company and 354 completed questionnaires were collected. Next, Factor Analysis and Structural Equation Modelling were used to find the relation between SQ and CPV; as a result, the proposed model was extracted. Our findings indicated that there is a significant and positive relationship between SQ and CPV in six large software companies in Iran.
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