KCI등재
Service Quality, Customer Satisfaction and Customer Loyalty of Mobile Communication Industry in China
저자
Zhang, Ruijin (Harbin Institute of Technology) ; Li, Xiangyang ; Zhang, Yunchang (Harbin Institute of Technology)
발행기관
학술지명
권호사항
발행연도
2010
작성언어
English
주제어
등재정보
KCI등재
자료형태
학술저널
발행기관 URL
수록면
269-277(9쪽)
제공처
Previous studies have shown that the most important factor affecting customer loyalty in the service industry is service quality. However, on the subject of whether service quality has a direct or indirect effect on customer loyalty, scholars' views apparently vary. Some studies suggest that service quality has a direct and fundamental influence on customer loyalty (Bai and Liu, 2002). However, others have shown that service quality not only directly affects customer loyalty, it also has an indirect impact on customer loyalty by influencing customer satisfaction and perceived value (Cronin, Brady, and Hult, 2000). Currently, there are few domestic articles that specifically address the relationship between service quality and customer loyalty in the mobile communication industry. Moreover, research has studied customer loyalty as a whole variable, rather than breaking it down further into multiple dimensions. Based on this analysis, this paper summarizes previous study results, establishes an effect mechanism model among service quality, customer satisfaction, and customer loyalty in the mobile communication industry, and presents a statistical test on model assumptions by using customer investigation data from Heilongjiang Mobile Company. It provides theoretical guidance for mobile service management based on the discussion of the hypothesis test results. For data collection, the sample comprised mobile users in Harbin city, and the survey was taken by random sampling. Out of a total of 300 questionnaires, 276 (92.9%) were recovered. After excluding invalid questionnaires, 249 remained, for an effective rate of 82.6 percent for the study. Cronbach's ${\alpha}$ coefficient was adapted to assess the scale reliability, and validity testing was conducted on the questionnaire from three aspects: content validity, construct validity. and convergent validity. The study tested for goodness of fit mainly from the absolute and relative fit indexes. From the hypothesis testing results, overall, four assumptions have not been supported. The ultimate affective relationship of service quality, customer satisfaction, and customer loyalty is demonstrated in Figure 2. On the whole, the service quality of the communication industry not only has a direct positive significant effect on customer loyalty, it also has an indirect positive significant effect on customer loyalty through service quality; the affective mechanism and extent of customer loyalty are different, and are influenced by each dimension of service quality. This study used the questionnaires of existing literature from home and abroad and tested them in empirical research, with all questions adapted to seven-point Likert scales. With the SERVQUAL scale of Parasuraman, Zeithaml, and Berry (1988), or PZB, as a reference point, service quality was divided into five dimensions-tangibility, reliability, responsiveness, assurance, and empathy-and the questions were simplified down to nineteen. The measurement of customer satisfaction was based mainly on Fornell (1992) and Wang and Han (2003), ending up with four questions. Based on the study’s three indicators of price tolerance, first choice, and complaint reaction were used to measure attitudinal loyalty, while repurchase intention, recommendation, and reputation measured behavioral loyalty. The collection and collation of literature data produced a model of the relationship among service quality, customer satisfaction, and customer loyalty in mobile communications, and China Mobile in the city of Harbin in Heilongjiang province was used for conducting an empirical test of the model and obtaining some useful conclusions. First, service quality in mobile communication is formed by the five factors mentioned earlier: tangibility, reliability, responsiveness, assurance, and empathy. On the basis of PZB SERVQUAL, the study designed a measurement scale of service quality for the mobile communications industry, and obtained th
더보기?有文?表明, 影?服???客忠?的最重要因素是服??量. 然而, 在服??量是直接?是?接影??客忠?方面, ?者?的?点有着明?的分?. 目前, 中???????移?通信行?服??量??客忠?之??系的文章?少. 此外, 以往相?文?多是??客忠?作?一?整??量?行?究, ?有?一步?其?分?多??度. 基于此, 本文?通????究?探析移?通信?服??量各?度??客忠?各?度之?的直接和?接影?机理, 其中???客?意作?二者?系的中介?量, 希望?究??能???移?通信企?的服?管理提供有效的理?指?. ?了使搜集到的?据有效, 本次??范??限于黑?江哈??市, ???象?移?通信公司的用?. 本次??采取?机抽?的方式, 共?放?卷350?, 收回?卷325?, 回收率? 92.9%. 剔除无效?卷, 有效?卷?289?, ?有效回收率?82.6%. 本文借???外?有文?所使用的量表, ?些量表已?在???究中得到??. 本文提出六?假?, ??而言, 只有四?假??有得到支持. ?了??服??量?成要素量表的合理性, 本文?289?有效?本?行探索性因子分析. 同?, ??客忠?的?度?行??. 本?究采用Cronbach's ${\alpha}$系???价量表的信度. 本?究??容效度, ??效度和聚合效度三方面??卷?行效度??. 本?究??据和模型的?合?度?行??, 以提高假???的准?程度. 通?文??料的收集, 整理及?据?理, 本文提出了服??量五?度模型以及服??量??客忠?度之?相互?系模型, 通???分析??了有形性, 可?性, 反?性, 保?性和??性是服??量的五??成要素, ??了PZB?于服??量的SERVQUAL的?量方法, ?究了移?通信服??量各?度??客忠?各?度的直接影?机理, 以及服??量各?度如何通??客?意?一中介?量??客忠?各?度的?接影?机理, 建立了相?的?系模型,??用??方程分析方法,?模型?行????, 得出如下?究??: 第一, 移?通信服??量由有形性, 可?性, ??性, 保?性和移情性五?要素?成, ?客忠?由?度忠?和行?忠????度?成. 在PZB??的SERVQUAL量表基?上, 本文??移?通信行???了服??量?量量表, 通?探索性因子分析得出五?因子. ?五?因子?五?成要素基本一致, ?明服??量五要素?念适用于移?通信行?. 同?, ??客忠?量表?行因子分析, 得出??因子, ?本文中的?度忠?和行?忠?相一致. 第二, 移?通信服??量??客忠?存在直接和?接的正向影?作用. 其中, 服??量??度忠?有直接和?接的正向作用, ?接作用是通??客?意?一中介?量影?的; 服??量?行?忠?有直接和?接的正向作用, ?接作用是通??客?意和?度忠????中介?量影?的. ??明移?通信服??量越好, ?客的?意度越高, 其?服?提供商的?度就越??, 在行?上就越容易表?出?服?提供商的忠?. 而且, 服??量各?度??客忠?各?度的影?机理是不同的, 比如: 有形性??客?意有直接的正向作用, 但??客忠?却?有?著的直接作用; 保?性??客?意?有?著的直接作用, 但??客忠?有直接和?接的正向作用. 第三, ?客?意在移?通信服??量??度忠?, 行?忠?之?的具有?著的中介作用, ??明服??量的提高可以增加?客的?意度, 而?意的?客更容易成?忠?的?客; 而?度忠?在移?通信服??量?行?忠?之?的具有?著的中介作用,
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