• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2016 > Volume 4 Number 4 (Apr. 2016) >
JOEBM 2016 Vol.4(4): 292-295 ISSN: 2301-3567
DOI: 10.18178/joebm.2016.4.4.406

The Moderating Role of Customer Knowledge on the Relationship between Customer Satisfaction and Loyalty

Chu-Ching Wang, Yu-Min Wang , and Wei-Heng Chieh

Abstract— Although some researchers recently which touched on the relationships among service quality, customer satisfaction, and customer loyalty, the service quality was measured based on the five dimensions of PZB and single overall accumulated index. However, this study will re-define service quality based on the core element of service construct “service is a process” — service evidence including 3P (People, Process, and Physical Evidence) — to specify and simplify effectively the quality of service dimensions and to measure and analyze the three evidences of service individually. In addition, the “knowledge” will be regarded as the moderator in this study for exploring whether it influences customer loyalty directly or indirectly. This is a quantitative empirical study which collects data from the customers of the banking industry by survey. The Structured Equation Model (SEM) and regression model are used to analyze the 407 effective questionnaires. Some important findings are: 1) customers’ perceived qualities of both service people and service process have positive influence significantly on whole customer satisfaction, 2) although the customers’ perceived quality of physical evidence has positive influence on whole customer satisfaction, it is not significant, 3) as the results in much of the previous research, the impact of customer satisfaction on loyalty is significantly positive, and 4) not only does the knowledge of customer have significantly positive relationship with loyalty, it has also a moderating effect between both satisfaction and loyalty.

Index Terms— Customer satisfaction, customer loyalty, customer knowledge, service quality, service evidence.

Chu-Ching Wang is with the Department of Business Administration, and also was the former Dean of the College of Management. Tamkang University, Taiwan.
Yu-Min Wang and Wei-Heng Chieh are with the Department of Management Sciences of Tamkang University, Taiwan (e-mail: yumin5678@gmail.com)

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Cite: Chu-Ching Wang, Yu-Min Wang , and Wei-Heng Chieh, " The Moderating Role of Customer Knowledge on the Relationship between Customer Satisfaction and Loyalty," Journal of Economics, Business and Management vol. 4, no. 4, pp. 292-295, 2016.

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