A Study of Customer Loyalty from Service Quality, Relationship Quality and Relationship Value: An Example of Consumers of Mobile Telecommunication Industry

• Main Authors: Jen-Chun Chien, 簡任群
• Other Authors: Long-Yi Lin
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/05517623824481132373

碩士 === 真理大學 === 管理科學研究所 === 92 === Nowadays as the mobile telecommunication market is being saturated, the growth rate won’t be higher than some time ago. The situation makes mobile telecommunication companies not only promote their service quality, but also change their marketing core strategy on holding their customer together. The main purpose of this study is to explore the service quality, relationship quality and relationship value that mobile telecommunication companies provide for customers and their effect on customer loyalty. The region of our study focused on Taipei City and County, with experimented objects for mobile telecommunication users. There were 300 questionnaires distributed, and totally 286 effective samples were received. We applied LISREL analysis methods to verify model. Basically, we simply conclude the following four aspects: (1) Service quality has significantly positive effect on relationship quality. (2) Service quality has significantly positive effect on relationship value. (3) Relationship value has significantly positive effect on relationship quality. (4) Relationship quality has significantly positive effect on customer loyalty; respectly relationship value has significantly positive effect on customer loyalty; Service quality has significantly effect on customer loyalty, but it’s negative, while the direct negative effect that service quality has on customer loyalty is minor, on the other hand the indirect positive effect that service quality has on customer loyalty through relationship value and relationship quality is major. In sum, the total effect that service quality has on customer loyalty is positive.