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한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제20권 제3호
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2010.1
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269 - 277 (9page)

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Previous studies have shown that the most important factor affecting customer loyalty of service industry is service quality. However, on the part whether service quality has a direct or indirect affect on customer loyalty, the scholars’ views vary apparently. Some studies suggest that service quality has a direct and fundamental influence on customer loyalty (Bai Changhong and Liu Zhi, 2002) ; but some studies have shown that service quality not only directly affects customer loyalty, but also indirectly impacts customer loyalty by influencing customer satisfaction and perceived value(Cronin et al., 2000) .Currently, there are less domestic articles specifically on the relationship between service quality and customer loyalty of mobile communication industry. Besides, literatures studied customer loyalty as a whole variable, not further breaking down into multiple dimensions. Based on this, this paper summarized previous study results, established an effect mechanism model among service quality, customer satisfaction and customer loyalty of mobile communication industry, and did a statistical test on model assumptions by using customer investigation data of Heilongjiang Mobile Company, which provides theoretical guidance for mobile service management based on the discussion of the hypothesis test results. For data collection, the sample was comprised of Harbin city, and the targets are mobile users. The survey is taken by random sampling. A total of 300 questionnaires were delivered, and 276 questionnaires were recovered, with a recovery rate of 92.9%. Excluding invalid questionnaires, 249 questionnaires were valid, which means the effective rate was 82.6%. This study adapted Cronbach's α coefficient to assess the scale reliability. This study conducted validity test on the questionnaire from three aspects: content validity, construct validity and convergent validity. This study tested goodness of fit mainly from the absolute and relative fit indexes. The hypotheses testing results of the study are shown . Overall, four assumptions have not been supported .The ultimate affective relationship of service quality, customer satisfaction and customer loyalty is demonstrated on figure 2. On the whole, the service quality of communication Industry not only has a direct positive significant affect on customer loyalty, but also has an indirect positive significant affect on customer loyalty by service quality; the affective mechanism and extent of customer loyalty are different which is affected by each dimension of service quality. This paper uses the questionnaires of existing literature from home and abroad, which have been tested in empirical research. All questions adapted seven points Liker-type. This article made reference to PZB SERVQUAL scale. Service quality is divided into five projects: tangibility, reliability, responsiveness, assurance and empathy, and questions are simplified into nineteen. The measurement of customer satisfaction mainly made reference to Fornell (1992) and Han Xiaoyun (2003) scale, and finally chose four questions. Based on the reference of Gronholdt (2000) and Wang Chunxiao (2004) scale, this paper chose three indicators such as price tolerance, first choice, and complaint reaction of to measure attitudinal loyalty, and chose three indicators such as repurchase intention, recommendation, and reputation to measure behavioral loyalty. Through collection and collation of literature data, this paper built a model of the relationship among service quality, customer satisfaction and customer loyalty of mobile communication, and took China Mobile in Harbin in Heilongjiang as conducting an empirical test on the model and obtaining some useful conclusions：First, service quality of mobile communication is formed by five factors: Tangibility, Reliability, Responsiveness, Assurance and Empathy. On the basis of the scale designed by PZB SERVQUAL, the paper designed a measurement scale of service quality for the mobile communications industry, and obtained five factors through the exploratory factor analysis. The five factors fit basically with the five elements, indicating the concept of five elements of service quality for mobile communications industry. Second, service quality of mobile communication has a direct and indirect positive effect on attitudinal loyalty, and indirect effect is produced through intermediary variable: customer satisfaction. Service quality has a direct and indirect positive effect on behavioral loyalty, and indirect effect is produced through two intermediary variables: customer satisfaction and attitudinal loyalty. This shows that better service quality of mobile communication and higher customer satisfaction will make the attitudinal to service providers more active and show loyalty to service providers much easier. In addition, the effect mechanism of all dimensions of service quality on all dimensions of customer loyalty is different. Third, customer satisfaction plays a significant intermediary role among service quality, attitudinal loyalty and behavioral loyalty of mobile communication, indicating the improvement of service quality can increase customer satisfaction, and it is more easier for satisfied customers to become loyal customers; and attitudinal loyalty plays a significant intermediary role between service quality and behavioral loyalty of mobile communication, indicating that only attitudinal and behavior loyal customers are truly loyal customers. The research conclusion has some reference on the Chinese telecom operators and others to upgrade their service quality. There are two limitation in this paper,: first, all data in this article is collected in Heilongjiang area，so there might be common method bias, therefore it will be disturb the result; secondly, this study discuss the relationship between service quality and customer loyalty, and set customer satisfaction as mediator, but we did not consider other factor, like customer value, customer Consumer Features, we will continue this research in the future.

中文摘要：现有文献表明，影响服务业顾客忠诚的最重要因素是服务质量。然而，在服务质量是直接还是间接影响顾客忠诚方面，学者们的观点有着明显的分歧。目前，中国国内专门针对移动通信行业服务质量与顾客忠诚之间关系的文章较少。此外，以往相关文献多是将顾客忠诚作为一个整体变量进行研究，没有进一步将其细分为多个维度。基于此，本文拟通过实证研究来探析移动通信业服务质量各维度与顾客忠诚各维度之间的直接和间接影响机理，其中选择顾客满意作为二者关系的中介变量，希望研究结论能给国内移动通信企业的服务管理提供有效的理论指导。为了使搜集到的数据有效，本次调研范围仅限于黑龙江哈尔滨市，调查对象为移动通信公司的用户。本次调研采取随机抽样的方式，共发放问卷350份，收回问卷325份，回收率为92.9%。剔除无效问卷，有效 问卷为289份，即有效回收率为82.6%。本文借鉴国内外现有文献所使用的量表，这些量表已经在实证研究中得到验证。本文提出六个假设，总体而言，只有四个假设没有得到支持。为了验证服务质量构成要素量表的合理性，本文对289份有效样本进行探索性因子分析。同样，对顾客忠诚的维度进行检验。本研究采用Cronbach’s α系数来评价量表的信度。本研究从内容效度、结构效度和聚合效度三方面对问卷进行效度检验。本研究对数据和模型的拟合优度进行检验，以提高假设检验的准确程度。通过文献资料的收集、整理及数据处理，本文提出了服务质量五维度模型以及服务质量与顾客忠诚度之间相互关系模型，通过实证分析验证了有形性、可靠性、反应性、保证性和关怀性是服务质量的五个构成要素，验证了PZB对于服务质量的SERVQUAL的测量方法，研究了移动通信服务质量各维度对顾客忠诚各维度的直接影响机理，以及服务质量各维度如何通过顾客满意这一中介变量对顾客忠诚各维度的间接影响机理，建立了相应的关系模型,并运用结构方程分析方法,对模型进行实证检验，得出如下研究结论：第一，移动通信服务质量由有形性、可靠性、响应性、保证性和移情性五个要素构成，顾客忠诚由态度忠诚和行为忠诚两个维度构成。在PZB设计的SERVQUAL量表基础上，本文针对移动通信行业设计了服务质量测量量表，通过探索性因子分析得出五个因子。这五个因子与五构成要素基本一致，说明服务质量五要素概念适用于移动通信行业。同样，对顾客忠诚量表进行因子分析，得出两个因子，与本文中的态度忠诚和行为忠诚相一致。第二，移动通信服务质量对顾客忠诚存在直接和间接的正向影响作用。其中，服务质量对态度忠诚有直接和间接的正向作用，间接作用是通过顾客满意这一中介变量影响的；服务质量对行为忠诚有直接和间接的正向作用，间接作用是通过顾客满意和态度忠诚这两个中介变量影响的。这说明移动通信服务质量越好，顾客的满意度越高，其对服务提供商的态度就越积极，在行为上就越容易表现出对服务提供商的忠诚。而且，服务质量各维度对顾客忠诚各维度的影响机理是不同的，比如：有形性对顾客满意有直接的正向作用，但对顾客忠诚却没有显著的直接作用；保证性对顾客满意没有显著的直接作用，但对顾客忠诚有直接和间接的正向作用。第三，顾客满意在移动通信服务质量与态度忠诚、行为忠诚之间的具有显著的中介作用，这说明服务质量的提高可以增加顾客的满意度，而满意的顾客更容易成为忠诚的顾客；而态度忠诚在移动通信服务质量与行为忠诚之间的具有显著的中介作用，这说明顾客行为上表现出忠诚可能是虚假忠诚，只有态度和行为都忠诚的顾客才是真正的忠诚顾客。本文的研究结论对中国及其它国家的电信运营商如何提升服务质量有一定的借鉴意义。本文存在两方面的局限性：首先，本研究仅在黑龙江哈尔滨地区进行问卷调研，针对移动公司用户，统计数据会存在一定的抽样误差，影响最终的统计分析结果。第二，本研究主要探讨了服务质量对顾客忠诚的影响关系，并引入了顾客满意作为中介变量，但没有考虑其他可能影响顾客忠诚的因素，例如顾客价值、消费者特征等。
#Mobile communication industry #Service quality #Customer satisfaction #Customer loyalty #Empathy

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