| Summary: | 碩士 === 國立成功大學 === 電信管理研究所 === 96 === There has been a growing trend of revenue share of mobile telecom services within total revenue of a telecom. Although mobile telecom services have become core business of telecom companies, how to not only attract new subscribers but also retain existing subscribers is the challenge telecom companies confront under the circumstance of gradually saturated market. To raise customer loyalty is one of important tasks to resort. This paper centers on exploring the relationships between service quality, perceived value, satisfaction and loyalty. Furthermore, the measurement of service quality is differentiated into two components: relational quality and core quality. The moderating effect of switching cost is also taken into account in the relationship model.
Data were separated into two parts by switching cost. Three models are include in this study: integral model, low level switching cost model and hing level switching cost model. Using structural equation modeling techniques to empirically estimate the relationship model, main results reveal that (1) relational quality has positive direct effects on perceived value and satisfaction, (2) core quality has positive direct effect on perceived value, but only indirect effect on satisfaction, (3) perceived value has positive direct effects on satisfaction and loyalty; satisfaction has positive effect on loyalty., (4) the moderating effect of switching cost is partially evident.
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