Service Quality And Customer Loyalty In A Chinese Context:Does Frequency Of Usage Matter?

Mandy Lei and Lancy Mac

University of Macau

(2005)

Abstract

It is commonly known that good quality service results in long-term customer loyalty (Zeithaml et al, 1996). 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 loyalty and thus ensure long term profitability.

Keywords: service quality, customer loyalty, differentiation strategy

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Pelaku Bisnis, Trainer dan Dosen Marketing Management)
e-mail : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id