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Based on theoretical models of Cornin et al. (1999, 2000) and Wang et al. (2004), the purpose of this study is to answer the following question: Does customer value, an intermediary factor, affect service quality, customer satisfaction and behavioral intentions? The research was conducted from a sample of 194 consumers in Ho Chi Minh city. Scales of the research were developed through Cronbach’s alpha test, exploratory factor analysis EFA, Path Analysis which pointed out that customer value is an intermediary factor in the cause and effect relationship among the following factors: service quality, customer satisfaction and behavioral intentions. This was due to the fact that improvement satisfaction results in positive behavior Cornin et al. (1999, 2000) such as loyalty, not only service quality but also focus on customer value as well. Besides, the result of research also found three components: network quality, significant tangible impact on customer value, customer satisfaction. It was undeniable that the service supplier should pay attention to those factors in order to satisfy customers.

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The interaction of service quality, customer value, customer satisfaction on customer’s behaviour intention using cellular/mobile service in Ho Chi Minh City