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AbstractThe Mediating Role of Corporate Image on Service Customer LoyaltyHwang, Byung-il(Professor, Dept. of Advertising & PR, Seowon University)
The purpose of this paper is to propose and test a conceptual framework that investigates the effects of perceived service quality on customer satisfaction, perceptions of corporate image and customer loyalty toward mobile phone service company. To test the framework, structural equation modeling are applied to data collected from 210 samples in mobile phone service industry. The results of this research indicated that interaction quality and outcome quality are positively on customer satisfaction, but the outcome quality is stronger influence than interaction quality. The findings also show that interaction quality and customer satisfaction effect on corporate image, and then interaction quality effect on indirectly corporate image through customer satisfaction. Similarly, customer satisfaction, outcome quality, and corporate image are found to positive impact on customer loyalty, then customer satisfaction have a greater influence on customer loyalty than corporate image, suggesting that mobile phone service company should have a strong image to retain customer and customer loyalty.
Key words : perceived service quality, interaction quality, outcome quality, customer satisfaction, customer loyalty |
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