The Relationship Between Customer Perceived Value Quality And Customer Loyalty In Service Industry-

A major impetus for economic growth is service industry, the development of which plays an important role in promoting national economy developing. However, the development of china’s service companies exist some problems such as the weak competitiveness and low customer loyalty, which also arouse scholars’concern.Being different from the traditional industries, the service industry has some unique characteristics like immediacy, intangible and so on. Thus, now many consumers are receiving services with uncertainties and risks, which can affect consumers’willingness to spend. If the service companies can maintain a good relationship with consumers, it will reduce consumers’ uncertainty and risk, increase consumers’sense of security, and promote companies gaining competitive advantage and profits. And because the service is easy to be imitated, service companies need to strive to establish a long-term relationship with consumers, as a result, it is necessary to study relationship quality of service.Service industry is now in rapid development with increasing competition. Companies began to pay more attention to obtain a competitive advantage, and conventional thinking has been unable to meet the changing times. The academic circle proposed customer perceived value (CPV) theory, which provides a new perspective for the study of customer loyalty. The CPV theory puts forward offering a higher perceived value for consumers based on their needs. Therefore, to explore the dimensions and to study the mechanism of customer perceived value has great significance.In recent years, there have been some studies about customer perceived value, most of which are from an overall perspective instead of specific dimensions. Moreover, they also lack further studies on the relationships between customer perceived value, relationship quality and customer loyalty. This article first review the theories on customer perceived value、 relationship quality and customer loyalty. Then it introduces those three dimensions into my model at the same time on the basis of former studies. According my empirical analysis about service industry, I draw the conclusion as follows:a. Customer perceived value’s dimensions have a positive effect on satisfaction, trust (except economic value), and commitment (except functional value); b. Satisfaction, trust and commitment has a positive effect on customer loyalty; c. Customer perceived value’ s dimensions have a positive effect on customer loyalty, and relationship quality plays an intermediary role in it.There are three points of the contributions of this article:a. Building a relation model of customer perceived value, relationship quality and customer loyalty; b. Using questionnaire method to obtain data; c. Analyzing how dimensions of customer perceived value in catering industry influence each dimension of relationship quality and customer loyalty with data-processing software. Those contributions not only are a supplement for the existing study but also have referential meaning for the development of catering industry, service industry and other industries. At last, I put forward some suggestions to catering industry on the basic of research conclusions, and point out the limitation of this text and future research direction.