| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 92 === Recently, the Government has liberalized the telecommunication industry, so the development of the telecommunication industry has been swift, and the competition in the Taiwan market has increased. The prosperity of technology made mobile phone become necessary in our daily life, and the popular rate for mobile phone in Taiwan is number one in the world. The mobile phone service proprietor must know how to retain old customers and attract new customers. Because the cost of attracting new ones is more than the cost of retaining old ones, so how to increase the loyalty is important for the corporation operation. Moreover, Fredericks and Salter（1995）considered that customer satisfaction can’t increase the profit and benefit, but loyalty can increase the profit obviously.
The article used the questionnaires to survey the customers who have used the mobile telecommunication service, the customers are in Taoyuan and Taipei. Analyze the relationship of service price, service quality, customer value, customer satisfaction, switching cost and loyalty by LISREL.
The variables have the relationships：(1) service price and service quality is positive;(2) service price and customer value is negative;(3) service quality and customer satisfaction is positive;(4) customer value and customer satisfaction is positive;(5)customer value and loyalty is positive;(6) customer satisfaction and loyalty is positive;(7)switching cost and loyalty is positive. Customer value, customer satisfaction and switching cost influenced loyalty directly, and service quality influenced loyalty indirectly through customer satisfaction.
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