The Study on Relationship among Service Quality, Brand Image, Customer Satisfaction and Customer Loyalty of Mobile Telecommunications Industry

• Main Authors: Ping-Yao Huang, 黃炳堯
• Other Authors: 陳淑玲
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/21294413945370094126

碩士 === 南台科技大學 === 工業管理研究所 === 99 === After the policy of telecommunication liberalization is implemented across Taiwan and with market competition becoming much fiercer, all telecommunication companies not only focus on improvement of service quality to increase consumers’ satisfaction, but also stimulate consumers’ identification with brand image of telecommunication companies to enhance consumers’ continuous loyalty. Under this circumstance, this study aimed at discussing whether there were relationships among telecommunication companies’ service quality, brand image and consumers’ satisfaction with consumers’ loyalty. The method to carry out this study was using a survey. The participants for this research were selected from Tainan district. The analysis used the SPSS and AMOS statistical software package. First, descriptive statistics were computed. Next, reliability and validity analysis were calculated to measure internal consistency and overall validity of the study. Finally, regression analysis was conducted to address the relative contribution of variables. Results showed as follows: (1) only the tangibility, reliability and assurance have significant positive impacts on brand image for service quality dimensions; (2) only the tangibility, reliability, assurance and empathy have significant positive impacts on consumers’ satisfaction for service quality dimensions; (3) only the tangibility, reliability and assurance have significant positive impacts on consumers’ loyalty for service quality dimensions; (4) brand image has a significant positive impact on consumers’ satisfaction; (5) brand image has a significant positive impact on consumers’ loyalty; (6) consumers’ satisfaction has a significant positive impact on consumers’ loyalty. According to the findings, this study proposed several suggestions for the telecommunication companies. The first is that the telecommunication companies should establish service standards based on customer demands to increase their customer satisfactions. The second is that the telecommunication companies should provide warm and considerate services to enhance their high-quality images to create business opportunities. The final is that the telecommunication companies should proposed promotion campaigns to satisfy consumers’ demands and prevent customer loss.