Study Of The Impact Of Service Quality On Customer Loyalty

As the coming of service era, the competition between service enterprises gets more and more vehement. Some service enterprises which have strategic consciousness start to pay attention to economic efficiency brought by the service. However, the service itself has such nature as intangibility and perishalibity and so on, it may make customers have a sense of uncertainty and insecurity, in addition, customers' demand is unceasingly changing, their pursues to service quality is changing, too. In this dynamic process, how to maintain service quality and satisfy customers, reduce customers ' uncertainty and improve the degree of customer loyalty, and then achieve the target of retaining customers and improving profitability, is the key issue that enterprises must consider in the service process.The relationship between service quality and customer loyalty has been pursued in a large body of recent researches, but there is little attention to it in education training area. The importance of service quality provided by English training enterprises, which belong to a new service industry, is self-evident, but few research and works is related to this field. This paper focuses on English training industry, discussing the constitution dimensions of service quality and the relationship between each dimension of service quality and customer loyalty.Based on the above research objectives, this research reviews and summarizes related literatures, then proposes five-dimensional model of service quality and relationship model between service quality and customer loyalty. With the help of SPSS 13.0 and LISREL 8.5, this research conducts factor analysis, CFA, correlation analysis and regression analysis towards 236 valid samples to test the validity of the proposed loyalty model.According to the analysis results, this thesis confirms the hypothesis raised in the research, the main conclusions contain:(1) The empirical study result has supported the five essential factors' constitution model of tangibles, reliability, responsiveness, assurance and empathy promoted by PZB; (2)In the research model, empathy, tangibles and responsiveness had a positive effect on the degree of customer loyalty in English training industry.On the other hand, because of great complexity of the influencing factors of customer loyalty, this research has certain limitation for not making comprehensive inspection with other essential factors. Therefore, this article proposes some futurology's suggestion, expecting to enhance the explanation strength to service quality and customer loyalty.