Empirical Study Of The Relationship Between Service Quality And Customer Behavioral Intentions

Nowadays, the economy entered the service economical time, the service economy becomes a new growth spot in many countries around the word, and also becomes the important domain that prompt country synthesis economic potentiality and the country competitive ability. With the development of service industry the researcher and the entrepreneur started to research the service management .Their researches focus on the relationships among service quality,customer satisfaction and customer behavioral intentions.Discussion of the empirical evidence: from the customer aspect, service quality significantly influences customer satisfaction and customer satisfaction has directly influences purchase intentions, but service quality does not significantly influence service quality, Customers are the real source of corporation profit, not products or brand. Now the service corporations of China still want to attract new consumers, but their retention customer and maintain customer loyalty is not ideal.In this context, the author chose bank service as the research object and investigated the influence of service quality on customer satisfaction and customer behavior intention on the basis of a lot of existing literature. It is expected that the explanation of how service quality affects customer behavioral intentions will be useful to complete our understanding of service components in service industry.This thesis focused around two subjects .The first is to explore and confirm the constructs of service quality for banks and to evaluate the influence of each antecedent on overall service quality. The second is to investigate the inter relationships between service quality, customer satisfaction and customer behavior intention and to seek the explanation of how service quality affects customer behavior intention. A conceptual model, including 3 structure dimensionals and 6 hypotheses, was built up and also empirically tested in order to resolve them.A questionnaire survey was carried on among the changchun bank customers by quota sampling, in addition to individual interviews. 148 valid samples were collected out of 200 in two months with efective returns-ratio at 74%. The data has been tested and in accordance with the general rule of construct validity and reliability .The research model was empirically tested using SEM technology and found that (1)the six elements of service quality proposed by Kamilla Bahla,Jacques Mantel(2000) were supported; (2)the direct effects of service quality, customer satisfaction on customer loyalty and the indirect effects of service quality and customer loyalty were supported. To sum up,five hypotheses were proofed.According to the conclusions ,integrated investigation of the interrelationships between the four variables helps to understand the role of service quality to customer behavior intention. While considering the complexity of the influence on customer loyalty, the limitations of this study are unavoidable, and some advices were suggested for subsequent research.