In services marketing literature it has been said that service process can be the most important antecedent of customer’s service results assessment, and that service value has a key role in this last evaluative judgement. However, the nature of this service formation process has not extensively studied, specially, when talking about business to business relation. The present paper wishes to make a contribution in the sense of understanding how both service encounter and service value can increase customer satisfaction. In the work we explore the relationship between both elements in the particular case of an organization that provides financial mediation services to the banking sector. On the basis of previous literature review, a SEM analysis is proposed to validate several hypothesis on relationships between constructs. Scales reliability and validity were tested satisfactory. We conclude that service encounter has significant and direct effects on service value, the latter being the very last antecedent of satisfaction.
Irene.Gil@uv.es Gloria.Berenguer@uv.es
