移動行業服務體驗、公司信任、品牌信任與客戶承諾的關係研究

Pao Yue-kong Library Electronic Theses Database

移動行業服務體驗、公司信任、品牌信任與客戶承諾的關係研究

 

Author: 酈榮
Li, Rong
Title: 移動行業服務體驗、公司信任、品牌信任與客戶承諾的關係研究
Yi dong hang ye fu wu ti yan, gong si xin ren, pin pai xin ren yu ke hu cheng nuo de guan xi yan jiu
Research on the relationship between service experience, company trust, brand trust and customer commitment in mobile communication industry
Degree: D.Mgt.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Cellular telephone services industry -- China.
Customer relations -- China.
Department: Graduate School of Business
Pages: xiii, 129 leaves : charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2251311
URI: http://theses.lib.polyu.edu.hk/handle/200/3799
Abstract: In tandem with the deregulation of the telecommunications industry in China has seen the escalation of competition among the major mobile service operators who, instead of turning to government for more favorable policies to maintain their competitive position in the market, have increasingly learned to be market-oriented and recognized the strategic role of a well-established brand in marketing strategy and in the creation of sustainable competitive advantages crucial for attracting and maintaining stable relationship with customers. This is evidenced in the introduction of several services brands like M-Zone, Go-Tone, New-Power... in the past few years by two major players - China Mobile and China Unicom. The theory of the hierarchy-of-effect of brands states that it is not brand awareness but brand preference and brand trust that determine if the customer would be more likely to repurchase the products and services of the brand and maintain long-term relationship with the brand. However, previous studies have suggested that inexperienced customers' brand buying behavior could be strongly influenced by their impression of the firm, that is, corporate brand, but not by the image of product brand. Given that the two major mobile service operators, China Mobile and China Unicom, have been operated in China over ten years but it's until the year of 2003 and 2004 that they started to invest in brand building activities for their services respectively. It is reasonable to assume that Chinese consumers should have adequate knowledge of these two firms but comparatively less knowledgeable about their service brands. Therefore, using mobile communications for investigation the present study is designed to test the impact of brand trust and trust in corporate brand on brand loyalty. In addition, the consumer's perception of a brand is based on his/her purchasing and consumption experience of the brand. Another focus of the present study is to investigate to what extent service consumption experience affect brand trust and trust in corporate brand. The study adopted a 3-pronged approach to developing the measures for individual constructs so as to test the hypothetical relationships amongst them, including service quality, service experience, brand trust, trust in corporate brand and customer loyalty. First, in addition to extensive literature review, focus group study was conducted to collect qualitative information pertaining to the components of service quality, service experience, factors critical to consumers' trust in a mobile communications service brand and in a corporate brand. This was followed by a pilot study which aimed to justify the measures generated through focus group study and extensive literature review for the aforesaid constructs. Finally, 1,236 respondents were sampled from Beijing and Wuhan to participate in survey interviews and the quantitative information collected was used for statistical analysis. Structural equation modeling technique was employed to test the structural relationships among the constructs. Few competing models are proposed for investigation. The CFA results support that the measurement model for each construct is valid and the fit statistics obtained through SEM analysis suggest good model fit of the proposed model. The results of statistical analysis confirm the positive impact of service experience on both brand trust and trust in corporate brand which subsequently determine customer loyalty. However, trust in corporate brand has both direct and indirect effect (via brand trust) on customer loyalty. The results also support that total service experience has greater impact on both brand trust and trust in corporate brand than just service quality alone. Finally, management implications of the findings and limitation of the study are also discussed in the concluding chapter of this dissertation.

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