The Role of Service Quality,Perceived Value and Trust on Calculative Commitment and Loyalty Intention

• 作者: A.Kungumapriya K.Malarmathi
• 来源期刊: 中国经济评论：英文版
• 学科: 经济
• 关键词: calculative COMMITMENT CUSTOMER LOYALTY LOYALTY INTENTION PERCEIVED value service quality and trust
• 年，卷（期）: 2018,（6）
• 页码范围: 287-301
• 页数: 15页
• 分类号: F0

摘要

Global mobile communication is one of the most dynamic and important service markets.Several researchers suggest using a theoretical approach to develop a much deeper insight into key marketing constructs,such as service quality,customer perceived value,customer satisfaction,perceived switching costs,corporate image,and customer loyalty,is vital to the mobile communications market.This paper aims to investigate the role of service quality,trust,and perceived value on calculative commitment and loyalty intention in the customers of mobile telephone network service providers(MTNSPs).To notify the meaningful factors for the calculative commitment and loyalty intention of the users in using mobile phones,this study focuses on the effect of service quality and perceived value in the trust and identifying the role of trust in forming customer loyalty.As many as 125 users of mobile phone users—house wife were surveyed in Coimbatore,Tamil Nadu,India.The data are analyzed by path analysis.This study shows that service quality has a direct and positive effect on trust,trust has a direct and positive effect on calculative commitment,calculative commitment has a direct and positive effect on loyalty,and direct and positive relationship between perceived value and calculative commitment,perceived value,and loyalty are also confirmed.In terms of mobile telecommunication systems,it is found that the users may exhibit noticeable differences in using this service.This study provides important hints to strengthen the relationship between the network service providers and their customers.