A Study on Service Quality, Customer Satisfaction, and Customer Loyalty

Abstract

This study examines the relationships of service quality, customer satisfaction, customer loyalty and corporate image. Through the literature review, relevant theories and literature abroad was collected, concluding that there is a significant positive correlation between service quality, customer satisfaction, customer loyalty and corporate image. Moreover, making use of a questionnaire as a research tool, this study refers to the theoretical constructs proposed by several scholars. This study used the consumer spending on the PChome website as the test object, and issued 250 questionnaires, actually collecting 225 valid copies. In addition, this research uses descriptive statistics, factor analysis, reliability and validity analysis, regression analysis and statistical analysis of the survey data. The hypotheses of this study are as follows: