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Macau Periodical Index (澳門期刊論文索引)
- Author
- Lei, Mandy; Mac, Lancy
- Title
- An empirical study of the service quality-customer loyalty relationship in the Macau public transportation sector
- Journal Name
- Euro Asia Journal of Management
- Pub. Info
- Dec. 2005, Vol.15, No.2, pp. 99-111
- Abstract
- Abstract : Quality service has long been attributed as one of the major determinants of long-term customer loyalty. This study seeks to investigate the relationship between service quality and customer loyalty in the context of Macau, a small city in South China. Based on an empirical study of 387 valid responses, it is found that tangibles, assurance, empathy and responsiveness are important determinants of customer loyalty in the transport service sector. Besides improving service quality, the public bus service providers should also consider offering differentiated service as it is found that frequency of usage of bus services does moderate the relationship between service quality and customer loyalty. A differentiated offer which meets high and low frequency users' preferences will improve the overall customer loyaly and thus ensure long term profitability. Paragraph Headings: 1. Introduction 2. Service loyalty vs brand loyalty 3. Service loyalty dimensions 4. Service quality measurement models: SERVQUAL vs. SERVPERF 5. Studies on service quality-customer loyalty relationship 6. Methodology and sample 7. Findings 7.1. Service quality and customer loyalty 7.2. Moderating effect of frequency of usage of bus service 8. Discussion and conclusion Tables: 1. Cronbach Alphas 2. Regression results - the five dimensions of service quality on loyalty 3. Moderator effect on service quality-customer loyalty relationship