Case Study of Moderating Effect of Customer Characteristics on the Relationship Among Service Quality, Customer Satisfaction and Customer Loyalty

The laser-cutting machine in line with the current manufacturing trend, small amount of diversification, elimination of the cost of molds, capability to finish the products through software, can reduce the processing time and with high quality. The case company is an agent of spare parts and laser-cutting machine which are imported from well-known brands in the United States, Germany and Japan. In general, most of the procurement of spare-parts needs through the original equipment manufacturers. However, changes in the ecological environment make the customers have to find cheaper spare parts and better service quality that can reduce costs and enhance competitiveness. Therefore, the case company tried to investigate the relationship among service quality, customer satisfaction and customer loyalty of the spare parts of laser-cutting machine. Results show that service quality significantly affected customer satisfaction and customer loyalty. Furthermore, customer satisfaction also significantly affected customer loyalty.