| Summary: | 碩士 === 義守大學 === 資訊管理學系 === 102 === With the advances of information technology, the use of mobile communications has become more and more common. The functions that mobile phones provide are becoming more diverse, and the users are getting younger. Good corporate image will gain consumers’ trust and favorable impression on the products and thus reduce perceived risk. Corporate image and service quality have become the main reasons that drive consumers’ purchase behavior. They play vital roles in whether the consumers will choose or not the products and have become important factors that affect customer loyalty.
Basically Telecom companies belong not only to the field of service provider but also to the field of high technology. When each company’s technology level reaches maturity, how to consolidate the existing customer through the corporate image and service quality, and how to develop new customers through the establishment of good buying experience and the reputation of the satisfaction and customer loyalty are currently important issues.
Therefore, in this thesis, the questionnaires targeted on high school students using mobile phones are applied to investigate the relationship of both service quality and corporate image on customer loyalty. The study revealed that service quality versus both customer loyalty and corporate image and corporate image versus customer loyalty have positive correlations, while corporate image is the intermediary variable of service quality and customer loyalty. That is to say, in order to enhance customer loyalty, the telecom companies should not only put more efforts into the service quality to make a good impression on consumers, but also pay attention to the enterprise’s overall image to keep their competitiveness in the market.
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