Comparing the main effects and moderating effects of education among three models in IT service: a quantitative approach |
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Authors: | Lin Chieh-Peng Ding Cherng G |
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Institution: | (1) Graduate School of Technological and Vocational Education, National Yunlin University of Science and Technology, 123 University Rd., Section 3, Douliou, Yunlin, 64002, Taiwan, ROC;(2) Institute of Business and Management, National Chiao Tung University, Hsinchu, Taiwan, ROC |
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Abstract: | This study examines the formation of relationship quality and loyalty for an ISP (Internet service provider). Three conceptual
models are tested for comparison. In the models, relational selling behavior, network quality, and service recovery indirectly
influence loyalty with an ISP through the mediation of relationship quality. That is, in model 1, relationship quality is
examined as a single construct, rather than the second-order construct comprising satisfaction and trust in model 2. In model
3, satisfaction and trust are examined as two different constructs. Customer education moderates several paths of the three
models. The moderating effects are simultaneously examined using data from customers of a Taiwan’s leading ISP. The test results
indicate that the influence of satisfaction on loyalty and that of network quality on satisfaction are stronger for low education
customers than high education customers, while the influence of trust on loyalty and that of network quality on trust are
stronger for high education customers than low education customers. Furthermore, the influences of relational selling behavior
and service recovery on satisfaction and trust are similar for both high education customers and low education customers.
Implications of the empirical findings are also discussed. |
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Keywords: | Moderator Education Satisfaction Trust Relational selling behavior Service recovery Relationship quality Loyalty |
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