The Relationships among Service Quality Corporate Image Customer Trust and Customer Loyalty：an Example of Human Resources Service Agency

Abstract

SUMMARY This study aims at exploring whether service quality as well as corporate image would help company build trust towards human resources service agencies and investigating the effects of the above three variables on customer loyalty To achieve these goals the research adopts Survey Research Method and invites HR department managers and Operations Supervisor to evaluate the factors affecting their attitudes towards HR service agencies by filling in a questionnaire Due to the limited scope of the research the study only focuses on those whom outsource human resources recruiting services The results show that service quality play a positive role for companies when forming customer trust and customer loyalty towards HR agencies Furthermore since brand awareness as well as corporate charitable giving don’t necessarily contribute agency preferences it is revealed that corporate image only produces partial effects on customer trust and loyalty Third customer trust also plays a key role when companies build loyalty Fourth customer trust would produce mediating effect on the relationship between service quality and customer loyalty Lastly customer trust has partial mediating effect on the relationship between corporate image and customer loyalty

Date of Award	2019
Original language	English
Supervisor	Yu-Lin Wang (Supervisor)