| Summary: | 碩士 === 國立臺北商業技術學院 === 國際商務系碩士班 === 102 === With the development of globalization, customer orientation is now the new trend. As all the mobile telecommunications firms follow this trend, it reduced the diversity of services provided by mobile telecommunication companies. When the services provided by these firms have no major difference, the quality of service has become a key factor to success. Through the interactions with customer, firms can understand and provide what customers need; thus, achieve the purpose of improving firm’s service quality. Once the customers endorse the service, customers’ perceived value will increase, thereby increase customer loyalty to the corporation and also create high-quality corporate image in the minds of customers. This research focuses on exploring the relationships among service quality, perceived value, customer loyalty and corporate image. The moderating effect of corporate image is also taken into account in the relationship model. We used the method of convenience sampling and conducted 392 valid questionnaires for this research. The results are summarized as follow：
1. Mobile telecommunications firm‘s service quality has a positive impact on customer perceived value.
2. Customer perceived value also has a positive impact on customer loyalty.
3. The moderating effect of corporate image has no evident impact on service quality and customer perceived value.
4. The moderating effect of corporate image has a positive impact on customer perceived value and customer loyalty.
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