The Study On The Impact Of Service Quality And Relationship Quality To Customer Loyalty

Guangdong province is leading the economy since economic innovation in China withabout half GDP comes from manufacture industry. Differences between productions aregetting smaller in the modern manufacture mode of OEM of eyewears, to get additional profitby better service is more popular in the global economy environment. But most of factoryowners focus on the production but not customer service or relationship quality that is notgood for the most important resources for the company---customer satisfaction and loyalty.But improving service quality, pursuing customer loyalty are key and critical agendas foroperation of any enterprises.Through the codification and study on the specific researches by Chinese andinternational professors and analysis on different types of OEM factories, the researchhypotheses of this study are (1)the impact of “service quality” to “relationship quality”;(2)theimpact of “service quality” to “customer loyalty”;(3)the impact of “relationship quality” to“customer loyalty”;(4)the “relationship quality” is playing a mediating role between “servicequality” and “customer loyalty”.A public poll was conducted to purchasing directors and executives from75companies,data collected is run by SPSS17.0and AMOS17.0and variables were tested by SEM to gainthe major relationship between factors.Results of the research are:(1) reliability and insurance of service quality have positiveimpact on relationship quality, supports the theory of that company can get better relationshipwith customer through better service offered.(2) Reaction, reliability and insurance of servicequality have positive impact on customer loyalty, supports the theory of that company’s quickresponse, continuous better service and delivery on time can improve customer loyalty.(3)Relationship quality has positive impact on customer loyalty, that supports the theory of thatbetter relationship with customer can improve customer loyalty.(4) The relationship quality isa mediation variable between service quality and customer loyalty.This research provides a new idea of eyewear OEM factories owners who are believing inthat better product can get loyal customers. Service quality and relationship quality areoffering significant supports on customer loyalty for the enterprise.