Impact of SERVQUAL Dimensions on the Service Quality and Continuance Usage of mHealth Services: A Study on End-users of mHealth Services in Bangladesh

Abstract

The usage of mHealth services is rising in Bangladesh, especially during the COVID-19 pandemic. The dimensions of SERVQUAL Model regarsding mHealth and their associations with service quality and continuance usage were thoroughly assessed in this study. The objective of the study was to observe the impact of the SERVQUAL dimensions on the service quality and continuance usage of mHealth. Primary data were collected from 191 end-users of various mHealth services available in Bangladesh. The data were analyzed using SEM modeling technique through the usage of the credible software Smart PLS 3.0. This study contributes to the emerging mHealth scenario in Bangladesh by unveiling that the dimensions: reliability, responsiveness, assurance, and advocacy have positive influence on service quality, and only the dimensions- assurance and advocacy- have positive association with continuance usage of mHealth services. It was also found that, the constructs empathy and tangibles do not have any positive association with service quality of mHealth. On the other hand, reliability, responsiveness, empathy, tangibles, and service quality itself do not have positive relationship with usage continuity. Additionally, this study creates opportunities for further research in the flourishing mHealth literature in the context of developing countries like Bangladesh.