探索信任对电信业客户忠诚度的影响

Suyono Saputra, Yulfiswandi Yulfiswandi
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引用次数: 0

摘要

本研究探讨了峇淡市移动电信行业的品牌体验、服务质量、客户满意度和信任度对客户忠诚度的影响。本研究的参与者是巴淡岛使用移动电信服务的居民。通过谷歌表格在线问卷收集数据,目标受访者为 300 名移动电信服务客户。数据分析揭示了几个主要发现:1.品牌体验与客户忠诚度之间存在明显的正相关关系。2.服务质量与客户满意度密切相关。3.品牌体验与顾客信任之间存在明显联系。4.5. 服务质量通过客户满意度间接影响客户忠诚度。6.有趣的是,研究发现信任与忠诚度之间没有直接的显著关系,在信任的中介作用下,品牌体验与忠诚度之间也没有直接的显著关系。这些结果表明,虽然品牌体验、信任和顾客满意度是影响忠诚度的重要因素,但信任并不直接有助于建立顾客忠诚度,品牌体验也不会通过信任影响忠诚度。此外,保持高服务质量被强调为电信服务提供商的基本要求。本研究为移动电信背景下的客户忠诚度动态提供了宝贵的见解,为该行业中旨在加强客户维系战略的企业提供了实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
EXPLORING THE IMPACT OF TRUST ON CUSTOMER LOYALTY IN THE TELECOMMUNICATION INDUSTRY
This study explores the impact of brand experience, service quality, customer satisfaction, and trust on customer loyalty within the mobile telecommunications sector in Batam City. The participants of this research were residents of Batam who utilized cellular telecommunications services. Data was collected through an online questionnaire via Google Forms, targeting 300 respondents who were customers of mobile telecommunications services. The data analysis revealed several key findings: 1. A significant positive relationship exists between brand experience and customer loyalty. 2. Service quality is strongly linked to customer satisfaction. 3. There is a notable connection between brand experience and customer trust. 4. Customer satisfaction significantly influences customer loyalty.5. Service quality indirectly affects customer loyalty through customer satisfaction. 6. Interestingly, the study found no direct significant relationship between trust and loyalty, nor between brand experience and loyalty when mediated by trust. These results suggest that while brand experience, trust, and customer satisfaction are important factors influencing loyalty, trust does not directly contribute to building customer loyalty, nor does brand experience impact loyalty through trust. Moreover, maintaining high service quality is emphasized as a fundamental requirement for telecommunications service providers. This research provides valuable insights into the dynamics of customer loyalty in the mobile telecommunications context, offering practical implications for businesses in this industry aiming to enhance their customer retention strategies.
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