Comparing the main effects and moderating effects of education among three models in IT service: A quantitative approach

Chieh-Peng Lin*, Cherng G. Ding

*此作品的通信作者

研究成果: Article同行評審

14 引文 斯高帕斯(Scopus)

摘要

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.

原文English
頁(從 - 到)617-633
頁數17
期刊Quality and Quantity
43
發行號4
DOIs
出版狀態Published - 1 7月 2009

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