earticle

영어

The purpose of this study is to empirically investigate the interrelationship amongperceived service quality, customer satisfaction, switching cost and customer loyaltyand examine the moderating and mediating effect of switching cost in relationshipbetween service quality and customer loyalty, and between customersatisfaction-customer loyalty based on the mobile telecommunication customers. To test the proposed research model, a survey methodology was used. Data wascollected to test the model from mobile telecommunication customers whoexperienced purchasing or services as respondents, a total of 406 questionnaires wereused. This study was conducted EFA and CFA to test the validity of themeasurement model, and empirical analyses were performed using AMOS. The results indicate that perceived service quality and customer satisfaction havepositive effect on switching cost and customer loyalty, switching cost has positiveeffect on loyalty, and unlike relationship between service quality-customer loyalty,switching cost has moderating effect in relationship between customersatisfaction-customer loyalty. Finally, this study suggests the implications of thesefindings, both theoretically and practically, and also offers directions for futureresearch.