| Summary: | 碩士 === 國立政治大學 === 資訊管理研究所 === 98 === This research bases on the cognitive-affective-conative loyalty framework of Oliver (1997, 1999) and tests how service convenience and brand credibility affect the relationship between service quality and loyalty. These relationships are then hypothesized to be moderated by high versus low knowledge. Therefore, the purposes of this research are: (1) examining how service convenience affects service quality, satisfaction, and loyalty; (2) examining if brand credibility affect service convenience and service quality; (3) testing whether familiarity moderate the relationship between service convenience and satisfaction and the relationship between service quality and satisfaction.
This research received a total of 362 returned questionnaires, in which 354 were valid, and the proposed model was evaluated using SEM, which is a powerful second-generation multivariate technique for analyzing causal models with an estimation of the two components of a causal model: measurement and structural models.
The results show that brand credibility has positive relationship with both service convenience and service quality. Second, service convenience has positive impact on both satisfaction and loyalty, but only employee service quality has positive relationship with service convenience. Third, satisfaction and loyalty have positive relationship. Finally, the relationship between service quality and satisfaction is moderated by familiarity.
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