Customer Relationship Management of the Information Education Services Industry in Taiwan: Attributes, Benefits and Relationship

Abstract

Measuring the key attributes of the services provided is necessary, but it is not sufficient for the improvement of customer satisfaction. This study develops and empirically tests a model examining the relations among attributes, benefits, customer satisfaction, trust, commitment, and customer behavioural loyalty, as relationship duration and product involvement are used as controllable variables in a marketing system. Based on samples collected from PC School, one of the most renowned information education services in Taiwan, the results show that relationship duration does have a positive influence on customer behavioural loyalty, and product involvement has positive effects on customer satisfaction. The findings also suggest that customers purchase information education services with specific benefits, all of which come with corresponding attributes, and hence result in dissimilar levels of customer satisfaction and homologous behavioural sequences.

Acknowledgments

Their papers have been published in Journal of Services Research, and are forthcoming in Journal of Financial Services Marketing, Service Industries Journal and Journal of Services Research.

Additional information

Notes on contributors

Chiung-Ju Liang

Chiung-Ju Liang is associate professor of business administration at National Taiwan University of Science and Technology. Her research focuses on relationship marketing, consumer loyalty, and strategic marketing.

Wen-Hung Wang

Wen-Hung Wang is assistant professor in the Department of Business Administration, Chung-Kuo Institute of Technology.