A Study on the Influencing Factors of Customer Loyalty of VOIP Service

• Main Authors: Yu-Ju Tsai, 蔡郁如
• Other Authors: Szu-Yuan Sun
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/42147195456938861480

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 100 === As VoIP has become more and more popular in recent years, understanding the adoption of VoIP (Voice over Internet Protocol) is increasingly important for enterprise. Hence, this paper aims to explore how service quality and service value affect user satisfaction and consumer loyalty. Furthermore, how switching cost interferes the correlation between satisfaction and loyalty. This study applies service quality and service value to explicate their influence on customer satisfaction and customer loyalty of VOIP service. Furthermore, we adopt switching costs as a moderator in the relationship between satisfaction and loyalty. The proposed model was empirically evaluated by 213 effective VOIP users in Taiwan. The results go as follow: Both service value and quality perceptions had a positive influence on customer satisfaction and loyalty. Customer satisfaction has a significant and positive effect on customer loyalty. The switching cost positively influences customer loyalty of VoIP. Through this study, some marketing implications will be discussed. Overall, the study exhibits empirical results of a combined model which provides further researches on related issues. Through this study, some marketing implications will be discussed.