DOI 10.14707/ajbr.200089

Predicting Social Capital on Multidimensional Service Quality: A Facebook Perspective

DOI 10.14707/ajbr.200089

Md. Alamgir Hossain
Department of Management, Hajee Mohammad Danesh Science and Technology University, Bangladesh

Minho Kim
Department of International Trade, Chonbuk National University, South Korea

Abstract

With the real-time communications prevalent in Facebook, it has been emerged as an increasingly popular social media that facilitates the bridging and bonding of social capital. This study reviews the consequences of service qualities for social capital through multidimensional service quality and social capital theory. Desired information is collected using a structured questionnaire comprising items of Facebook outcome quality, environment quality, interaction quality, satisfaction, usage intention, bridging, and bonding social capital, and analysed by the structural equation modelling. Results confirm that outcome and environment quality have significant positive influence on users’ satisfaction and usage intention. Meanwhile, bridging and bonding social capital are highly predicted by satisfaction and usage intention, leading to the conclusion that Facebook helps to build and maintain social capital by increasing satisfaction and usage intention. The findings provide valuable insights for practitioners to shape a more balanced job-social capital relationship by adjusting service quality dimensions.

Keywords: Social Capital Theory, Multidimensional Service Quality, Facebook, Continuous Usage Intention

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