Service quality is a necessity for a telecommunication company to improve customer satisfaction and increase customer loyalty in the face of market pressures. Thus, the primary objective of this research was to investigate the associations among service quality, customer satisfaction and customer loyalty for Chunghwa Telecom. In addition, this study also explored the mediating role of customer satisfaction in the relationship between service quality and customer loyalty. The data were collected between March and April 2015. A total of 351 valid questionnaires were analyzed. The results of this study are as follows: 1. Service quality has a significant positive influence on customer satisfaction. 2. Customer satisfaction contribute significantly to customer loyalty. 3. Service quality is associated with customer loyalty 4. Customer satisfaction has a mediating effect in the relationship between service quality and customer loyalty.
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