The Research of Relationship among Service Quality, Customer Satisfaction, and Customer Loyalty in Mobile Communication Service

• Main Authors: Yu-Hsin Huang, 黃俞欣
• Other Authors: Ting-Ko Chen 陳定國
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/56865781830005889819

碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 96 === Applying theories of various scholars to questionnaire design, this research aims to explore the relation among service quality, customer satisfaction, and customer loyalty. Also, this study will examine the products and services provided by mobil communication service, so that we will know whether or not these companies really satisfy the needs of individual subscribers. Besides, because the development of base station service has reached maturity in recent years, the complaints against bad communication service drop drastically. However, subscribers have become more concerned for the variety of service. Providers must pay attention to this aspect. Only when both service quality and customer satisfaction are improving can customer loyalty be built and providers profit permanently. The study applies path analysis first to explore the relationship between different measurements and modeling, and then it applies MANOVA to verify whether each measurement influences population statistics, and then. get the following conclusions: 1.The quality of providers have apparent influence on customer satisfaction, it means that providers can offer steady communication quality, diversification serve, be good and have technological attendants of background, there will be the satisfaction to customer to influence. If providers can improve customer satisfaction will influence customer''s loyalty; if providers should improve customer''s whole satisfaction, must improve every service quality effectively first, could be by strengthening customer satisfaction to improve customer''s loyalty To the above-mentioned results, draft three following suggestions: 1. Increasing providers service abundantly. 2. Serve to different sex difference that design, believe, can improve again the customer''s satisfaction 3. Providers can according to time that customer use, separate, come on the short medium and long-term customer district, offer the service of different grades Therefore, providers are very likely to make the best and most precise marketing strategies if they can group subscribers into different types according to the results mentioned above.