Relationships among Service Quality, Perceived Value, Perceived Risk, Brand Image, and Customer Loyalty in Mobile Phone Service Industry
| Autor: | Hsiu-Hui Chen, 陳秀慧 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Owing to increased competition, customer loyalty has become the important goal for mobile phone service providers. Research on satisfaction and loyalty makes great progress within recent years, but important aspects are still neglected. In this context, the study analyses the factors contributing to customer loyalty. The objective of this paper is to discuss how service quality, perceived value, perceived risk and brand image affect customer loyalty in the mobile phone service industry. 357 mobile phone users are employed to respond by personal interview and Internet survey, and structural equations models are used to test the relationships. The results show that service quality and brand image significantly influence customer loyalty while perceived risk and perceived value don’t. Besides, service quality has a significant effect on perceived risk and perceived value, and so does brand image. But perceived risk has no significant impact on perceived value. The paper concludes with some important implications for management and future research. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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