Translated Titles

An Integrated Analysis of Relationship between Service Quality, Relationship Quality, Relationship Value and Customers' Loyalty-An Example of Consumers of Mobile Telecommunication Industry




林隆儀(Long-Yi Lin);簡任群(Jen-Chun Chien)

Key Words

行動電話 ; 服務品質 ; 關係價值 ; 關係品質 ; 顧客忠誠度 ; mobile telecommunication ; service quality ; relationship value ; relationship quality ; customers' loyalty



Volume or Term/Year and Month of Publication

11期(2004 / 12 / 01)

Page #

73 - 112

Content Language


Chinese Abstract


English Abstract

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 exist customers. The main purpose of this study is to explore the service quality, relationship value and relationship quality 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 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; relationship value has significantly positive effect on customers' 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.

Topic Category 社會科學 > 經濟學
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