Investigation of the relationship between the perceived service qaulity, perceived value, customer involvement and intention of service usage in the service sector

The aim of this study is to focus on the intention of service usage and to examine the factors affecting this intention. Due to the intense competition in the markets, the importance of customers' intention to buy or usage is widely accepted by all organizations. The research was structured in relational research model. The questionnaire method was used for data collection. Individual customers were selected as sampling units and the units were reached by using the convenience sampling method. 700 participants, different bank customers, agreed to complete the questionnaire and statistical analyses were carried out with data from 696 questionnaires. After the data in relation to the research were tested with the confirmatory factor analysis, the validity and reliability of the research were examined. In order to test the research hypotheses, the structural equation model (SEM) was used to explain the relationships between the variables. According to the results of the study, it was determined that of the eight hypothesis tested,the installations value, functional value and economic value were not affected by the intention of service usage, and emotional value, social value, perceived service quality and customer participation were influential on the intention of service usage. emotional value and perceived service quality were determined as the most affective variables impacted on the intention of service usage. Keywords: Perceived Service Quality, Perceived Value, Customer Involvement, Intention of Service Usage