Service quality and customer perceived value in B2B professional service context - The case of general insurance sector in Vietnam

The thesis investigates how digital technology interacts with service quality dimensions to influence customer perceived value in a B2B service context. Based on a sample of 547 corporate customers in the insurance sector in Vietnam, the research contributes to services marketing literature by examining customer perceived value when digital technology is utilized to enhance service quality. Contrary to existing research findings, the results suggest that applying digital technology in the B2B context have varying outcomes depending on the dimensions of service quality. The findings indicate that digital technology enhances customer perceived value when firms provide outcome and environment quality for clients.