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The purpose of this work is to elucidate how price, brand cues and customer value are related, and to explore the influence of price and brand cues through service quality and perceived risk on customer value, focusing specifically on Taiwan.

Samples were collected using a questionnaire which assessed the quality of our measurement efforts by investigating reliability and validity. We then compared our hypothesized model with a rival model based on the overall fit, parsimony, and percentage of model parameters that were statistically significant.

Service quality is found to be positively affected by brand cues, whereas perceived risks are negatively influenced by price cues. Exactly how customer value is affected by the service quality and perceived risk is considered. Brand cues notably indirectly affect customer value through service quality, whereas price cues notably indirectly affect customer value through perceived risk.

For future research, how other external cues may influence perception of quality and risk with extrinsic information should be discussed.

In practice, bank managers can hone the relevant cues and optimize investments to raise service quality or lower consumers' perceived risk.

This study provides a new perspective of the “structural” relationships among price and brand cues, service quality and perceived risk.