A Study of the Relation between Relationship Bond, Service Quality, Relationship Quality, Switching Cost and Consumer Loyalty – The Case for the Broadband Network Consumer within Taiwan North Area

• Main Authors: Chih-Hsuan Hsu, 徐稚軒
• Other Authors: Long-Yi Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/63451373279969834907

碩士 === 真理大學 === 管理科學研究所 === 95 === In recent years, internet has been an essential element of people’s life. The interne brings much convenience for people. Since the government opened ISP up in 2001 July 1, internet service provider industries are more competitive. Thus, for the ISP the efficiency of relationship marketing and enhance its relationship with existing customer that becomes more importance than only pay attention to method of fighting for the new customer. If ISP can own loyal customer, it will promote the possibility of profit. Moreover, switching cost is another significant factor that affects customer loyalty. This study tries to include switching cost in relationship marketing in order to know the roles of switching cost. This study take a ISP’s consumer as a research object to explore the influence about relationship bonds, Service quality, Relationship quality, Switching cost and Customer loyalty. The results of this study were as follow: (1) Relationship bonds have significant positive influence on relationship quality, and the structure bond influence's degree is the most. (2) Service quality has significant positive influence on relationship quality. (3) Service quality has significant positive influence on switching cost except reliability. (4) Relationship quality has significant positive influence on customer loyalty. (5) Sunk cost has significant positive influence on action loyalty, and switching cost has significant positive influence on attitude loyalty.