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The effect of user manual quality on customer satisfaction: the mediating effect of perceived product quality

Osman Gök (Department of Business, Business School, Yasar University, Izmir, Turkey)
Pervin Ersoy (Department of International Logistics Management Business School, Yasar University, Izmir, Turkey)
Gülmüş Börühan (Department of International Logistics Management, Yasar University, Izmir, Turkey)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 25 February 2019

Issue publication date: 17 July 2019

Abstract

Purpose

The purpose of this paper is to investigate the elements of user manual quality and its influences on perceived product quality and customer satisfaction in an integrated model structure.

Design/methodology/approach

Survey method was used to evaluate user manual quality and its influences on perceived product quality and customer satisfaction. Electrical appliances consumers were chosen in our sample. Factor analysis and structural equation modeling were performed to introduce, test and validate the user manual quality dimensions and also test the hypotheses.

Findings

The findings show a positive significant relation between user manual quality and perceived product quality, and this result demonstrates that consumers perceive user manual quality as a part of their quality evaluation related to the product. The results point out that user manual quality is essential for both low- and high-value products regarding customer satisfaction. The findings also reveal that perceived product quality mediates the influence of user manual quality on customer satisfaction.

Practical implications

This study reveals that providing a high-quality user manual should be an essential element of product management and development strategies. The findings also highlight the need for companies that particularly sell complex products with long product life cycles must invest in providing high-quality user manuals. This will enhance perceived product quality and in turn customer satisfaction.

Originality/value

Although some prior studies address user manuals in the relevant literature, these studies did not examine the elements of user manual quality and their impact on consumers’ perceptions of the product quality and their satisfaction evaluations in a research model. This paper attempts to fill this gap in the literature. In addition, the authors found two major dimensions of user manual quality as content-related elements and representational/format-related elements of the user manual.

Keywords

Citation

Gök, O., Ersoy, P. and Börühan, G. (2019), "The effect of user manual quality on customer satisfaction: the mediating effect of perceived product quality", Journal of Product & Brand Management, Vol. 28 No. 4, pp. 475-488. https://doi.org/10.1108/JPBM-10-2018-2054

Publisher

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Emerald Publishing Limited

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