The Impact of Relationship Quality on Customer Loyalty

Abstract

The purpose of this study is to provide a casual model to explain the effect of relationship quality on customer loyalty via mediating effect which night provided by customer satisfaction. The proposed casual model of three variables is developed. Structure equation modelling is conducted to explore customer group homogeneously and examine the mediating effect. The results indicate that relationship quality can result to customer loyalty via increasing customer satisfaction, thus affecting the firm’s relationship quality leading to customer intention through customer satisfaction. The subsequent multi-group analyses suggest that the research models are vary across different consumption patterns demographic segments, such as age, income and occupation. The managerial implications of findings for the franchising beverage stores and further research are discussed. JEL Classifications: L6, L84, M31

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Cite this paper

@inproceedings{Huang2012TheIO, title={The Impact of Relationship Quality on Customer Loyalty}, author={Ching-Hsu Huang}, year={2012} }