... evaluated the service quality of the delivered service and then decided whether they were satisfied or not If they were satisfied, this would contribute to their behavioral intentions On the other hand, ... OBJECTIVE AND STRUCTURE OF THE THESIS This paper aims to find out what will exert more influences on customers’ choices, quality, price or the balance between quality and price - value Furthermore, the ... products or services can companies know the direction where they would better develop their services to cater for demanding customers The relationship between service quality, price, value and purchase...