The study of customer satisfaction and customer loyalty-A Case of mobile telecommunication

• Main Authors: Yen -Hsiang Chao, 趙彥翔
• Other Authors: Chung-Tzer Liu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/un52h3

碩士 === 東吳大學 === 企業管理學系 === 96 === The development of mobile telecommunication service in Taiwan has advanced to a whole new stage, since the government accomplishes the privatization of the telecommunication service in 1997. In recent years, it is hard for the service providers in Taiwan to attract new customers due to the limited and saturated market. Additionally, it becomes more difficulty to retain the existing customers with the practice of mobile number portable and the progressive technology of WiMax. Therefore, the issue concerning how to retain the existing customers and to increase their satisfaction and loyalty are very crucial for the service providers to explore. However, it is also the central topic that this study devotes to. This study examines whether the service quality , business image, perceived price, and switching cost are related positively to the customer satisfaction and customer loyalty and proposes eight hypotheses. The results report that: (1) service quality is related positively to customer satisfaction and customer loyalty; (2) business image is related positively to customer satisfaction; (3) perceived price is related positively to customer satisfaction; (4) switching cost is related positively to customer loyalty; (5) customer satisfaction is related positively to customer loyalty. Put the ideas into practice, this study suggests telecommunication service providers to enlarge their service variety and enhance their service quality, build commendable business image, increase costomers’ perceived price, and establish the high switching cost. Consequently, the service providers can increase customer satisfaction and customer loyalty and establish the long-term relationship with their customers.