An Empirical Study Of The Relationship Between Service Quality, Relationship Quality And Customer Loyalty

In recent years, more and more scholars study found higher customer satisfaction,higher customer churn rate persists, both of practice and academia concern on how tobuild an effective customer loyalty. On the one hand, high quality service will inspirecustomers to generate repeat purchase desire and initiative to positive word of mouthfor the enterprise; On the other hand, the high quality of the customer relationshipwill also help to reduce the consumer’s sense of insecurity on the transaction, and toimprove the possibility of continuous interaction. Customer service quality evaluationwill affect the customer’s perception of the quality of the relationship between itscorporate. That service quality, relationship quality and customer loyalty influenceeach other. Based on the study of service quality, relationship quality, this paper fistsummarizes the findings of previous studies into the relations among service quality,relationship quality and customer loyalty, and then made an empirical research beforeadopting exploratory factor analysis and structure equation modeling to explore thedynamics among service quality, relationship quality and customer loyalty. After scalepurification and reliability analysis with small sample test, measurement items that donot comply with the research are deleted. Then a large sample statistics analysis iscarried out by giving out questionnaire with212available collected and conductingabbreviate path analyses with structural equation model established with SPSS andLISREL. And as a final step, mediating effect is tested. The major findings of thisresearch are: Service quality and relationship quality will produce a positive andsignificant impact on customer loyalty and relationship quality play an intermediaryrole, but not all constitute service quality and relationship quality dimensions willproduce a direct positive and significant impact on customer loyalty.