Analyzing Service Quality in the Mobile Communications Industry-A Comparison between GRA and LISREL Methods

Abstract

This study used grey relational analysis and LISREL method to analyze the relationships among service quality, customer satisfaction and customer loyalty, the mobile communications industry in Taiwan was the subject. The study results show that are the analyzed results by grey relational analysis, LISREL model are similar, which indicates the grey relational analysis only requires small sample size with its smaller data to obtain an acceptably fine solution. The study also finds that service quality is correlatively positive to customer satisfaction and the customer satisfaction to customer loyalty. Among them, the responsiveness and empathy factors have positively influential consequences on customer satisfaction and customer loyalty. However, the relationship between total service quality and customer loyalty are weak.