The Influence Of Perceived Service Quality To Satisfaction And Loyalty In The Management Software Industry

With the transition of market conditions from seller's to buyer's, which intensifies the competition further, marketing keystone has been turning from exchange to relationship unconsciously. Now relationship marketing has been on the academic and practical frontiers. Even in the field of software, there have been many illustrations which reveal people pay more attention to the relationship except for the conventional brand equity orientation. In this context, the author chose manage softwar service as the research object and investigated the influence of service quality on customer satisfaction and customer loyalty on the basis of a lot of existing literature. It is expected that the explanation of how service quality affects customer loyalty will be useful to complete our understanding of service components in manage software industry.This thesis focused around two subjects. The first is to explore and confirm the constructs of perceived service quality in manage software industry. The second is to investigate theinterrelationships between perceived service quality, customer satisfaction andcustomer loyalty and to seek the explanation of how service quality affects customerloyalty. A conceptual model, including 4 constructs of perceived service quality and 14 hypotheses, was built up and also empirically tested in order to resolve them.A questionnaire survey was carned on among the customer of ChengDu manage software enterprise by purposive sampling,. 89 valid samples were collected out of 100 in one months with effective returns-ratio at 89.0%. The data has been tested and in accordance with the general rule of construct validity and reliability. The research model was empirically tested using factor and regression analysis technology and found that (1) the elements of perceived service quality is Reliability, Responsiveness, Assurance, Empathy, is not five elements which proposed to PZB; (2) in the research model, has confirmed the sensation grade of service to the customer satisfaction and the customer loyalty influence function; (3) through collects entire result, obtains " reliability" and " Assurance " only is influential to Satisfaction and Attitudinal Loyalty;"Responsiveness" is only influential to the Behavioral Loyalty; " Empathy " is all influential to Attitudinal Loyalty and Behavioral Loyalty. To sum up, five out of nine hvnotheses 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 loyalty. 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.