A study on mobile phone service loyalty in Taiwan

Ching-Fu Chen, Lee Ting Cheng

Research output: Contribution to journalArticlepeer-review

38 Citations (Scopus)


Raising customer loyalty is one of the most important tasks for telecom companies confronting the circumstance of a gradually saturated market. This paper centres on mobile phone service loyalty and explores the relationships between service quality, perceived value, satisfaction and loyalty of mobile telecom services. Service quality has been specified as the driver that predicts and explains customer loyalty through value creation and satisfaction as intermediary constructs. Using the structural equation modelling technique to empirically examine the relationship model in Taiwan, the results reveal: (1) a relationship path of quality → value → satisfaction → loyalty is supported in general; (2) service quality has positive direct effects on perceived value, and satisfaction; (3) perceived value has positive direct effects on both satisfaction and loyalty; and (4) satisfaction has a positive effect on loyalty.

Original languageEnglish
Pages (from-to)807-819
Number of pages13
JournalTotal Quality Management and Business Excellence
Issue number7-8
Publication statusPublished - 2012 Aug 1

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)

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