| Summary: | 碩士 === 真理大學 === 企業管理學系碩士班 === 106 === As the number of Philippine migrant workers increase, the levels of money transfers also increase. Although there has been a long record of studies on the determinants of how these transfers were made as well as how workers choose among three main channels (formal, semi-formal, and informal) and its corresponding locations, no studies were found that used a business marketing perspective. This study used the concept of service marketing mix, service experience and customer loyalty to identify the elements that make these workers loyal to a specific money transfer outlet. A total of 255 survey questionnaires were qualified for quantitative analysis. Hierarchical multiple linear regression was conducted for hypothesis testing as well as for mediation and moderation effects, and one-way ANOVA. Results showed that process and staff significantly influenced loyalty but is completely mediated by emotional experience. Thus, loyalty from overseas Filipino workers can be attained by improving emotional experience management especially for those in the formal and semiformal sectors. Although it is not enough to improve on process and staff variables to ensure loyalty, it is imperative that service providers improve these two areas. Choice of channel was a significant enhancing moderator in the relationship between service experience and loyalty. One-way ANOVA findings further showed that workers using informal channels tend to have greater loyalty to their chosen outlet relative to those using formal and semiformal.
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