The effect of user manual quality on customer satisfaction: the mediating effect of perceived product quality
| Date | 15 July 2019 |
| Published date | 15 July 2019 |
| DOI | https://doi.org/10.1108/JPBM-10-2018-2054 |
| Pages | 475-488 |
| Author | Osman Gök,Pervin Ersoy,Gülmüş Börühan |
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, and
GülmüsBörühan
Department of International Logistics Management, Yasar University, Izmir, Turkey
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 struc tural 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 managementand
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 satisfactio n.
Originality/value –Although some prior studies address user manuals in the relevant literature, these studies did not examinethe 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 Customer satisfaction, Product quality, Product management, perceived product quality, Product manuals, User manual quality
Paper type Research paper
1. Introduction
A product manual is an interface between the user and the
product. Users often form an opinion about a product and its
supplier based on their experience of learning how to use and
maintain the product (Pham et al.,2002). High-quality user
manuals can provide tangible benefits to both the consumer
and the company. Such manuals help users become more
productive, reducing the cost of customersupport and the cost
of field maintenance and increasing the sales and repeat
purchase of the brand (Hackos, 1994;Smart et al.,2001).
Despite these significant paybacks,a limited number of studies
has addressed user manualsin the relevant literature, and those
studies have mostly focusedon whether consumers consult the
manuals (Wright et al.,1982;Peterson, 1984;Mehlenbacher
et al., 2002;Tsai et al.,2012), manual usage behavior of
consumers (Wright et al.,1982;Jansen and Balijon, 2002)and
the ideal design of the manuals (Schriver, 1993;Reinert et al.,
2007;Pedraz-Delhaes et al., 2010). Somestudies have
examined technical documents and documentation issues for
specific products, such as software or automobiles (Mitchell,
1993;Wiese et al., 2004;Novick et al.,2008;Van Loggem,
2014) or industrial products (You et al.,2001;Pham et al.,
2002;Setchi et al., 2006).Another stream of research addresses
user manuals as a technical documentation issue in technical
communication literature (Smudde, 1993;Smart et al.,1995;
Spencer and Yates, 1995;Smart et al., 2001;Setchi et al.,
2006).
General belief suggests that consumers rarely consult
manuals; rather, they tend to use less effective methods and
The current issue and full text archive of this journal is available on
Emerald Insight at: www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
28/4 (2019) 475–488
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-10-2018-2054]
Received 12 October2018
Revised 17 October 2018
7 January 2019
9 January 2019
Accepted 9 January 2019
475
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