| Summary: | 碩士 === 玄奘大學 === 國際企業學系碩士班 === 99 === The relationship between service quality, customer satisfaction, and
customer loyalty in literatures are controversy. There are two major
viewpoints in current literatures: (1)Service quality affects customer
satisfaction and customer satisfaction affects customer loyalty;
(2)Customer satisfaction affects service quality and service quality affects
customer loyalty. This study uses different research designs to
investigate the relative appropriateness of these two viewpoints.
The research results suggested: (1) Research design factors are
probably the major causes of the difference of empirical relationship
between service quality, customer satisfaction, and customer loyalty; (2)
When respondents use their actual experience to answer the questions,
and the sequence of scale is service quality, customer satisfaction, and
customer loyalty, the viewpoint of service quality→customer satisfaction
→customer loyalty is supported; (3) When respondents use their actual
experience to answer the questions, and the sequence of scale is customer
satisfaction, service quality, and customer loyalty, the viewpoint of
customer satisfaction→service quality→customer loyalty is supported; (4)
When respondents answer the questions under a virtual situation, and the
sequence of scale is customer satisfaction, service quality, and customer
III
loyalty, the viewpoint of customer satisfaction → service quality →
customer loyalty is supported.
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