| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 95 === Recently, the high penetration of mobile phone service in market makes mobile phone service providers not only try to appeal new customers, but importantly seek way to retain old customers. Because the cost of attracting new customers is far above the cost of retaining old customers, how to make customers loyal to the same company is a crucial topic for mobile phone service industry. This research primarily tries to understand how relationship quality and switching barriers influence customer loyalty.
This research adopts questionnaire method to investigate the subscribers of Taiwan mobile phone service. Moreover, this research proposes nine hypotheses and analyzes with LISREL and SPSS. The research results indicate that (1) playfulness has a positive impact on satisfaction; (2) service quality has a positive impact on satisfaction; (3) service quality has a positive impact on trust; (4) relationship has a positive impact on trust; (5) switching cost has a positive impact on switching barriers; (6) customer satisfaction has a positive impact on customer loyalty; (7) trust has a positive impact on customer loyalty; (8) switching barriers has a positive impact on
customer loyalty. In managerial perspective, this research suggests that practitioner should not only keep improving service quality, but also provide service playfulness to make customer satisfaction. Service providers also can build relationship quality and switching barriers to reduce the possibility of defection and enhance customer loyalty.
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