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Study of Service Attractive Quality and Its Inlfuence on Customer Loyalty Impact

Author: ZhaoZuo
Tutor: ZuoZhe
School: Shanxi University of Finance
Course: Business management
Keywords: service quality attractive quality customer loyalty Kano model
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 94
Quote: 0
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Abstract


With the arrival of the era of service economy,service quality that customers demand becomemore higher. In the service economy age,In order to meet the market competition needs,Serviceenterprise must constantly innovation to meet the changing needs of the customers. Therefore, onthe circumstance of fierce competition in the marketplace, how to improve the quality of serviceand how to realize the loyalty of customer has become the most significant issue which should betaken into consideration and urgently solved by companies.This paper, from the Angle of quality of service, effectively answered the question ‘’wheredoes customer’s loyalty come from" from Oliver by using attractive quality From the domestic andforeign scholars in the basis of research achievements, the charm of the creative quality theory andcustomer loyalty is connected in this paper, innovative discusses the relationship between eachquality characteristics in Kano model and customer loyalty.Through the investigation of the China mobile customers, using SPSS16.0statistical softwareto analyze the survey results by regression analysis, verify the quality dimensionality in differentlevels of service quality to the customer loyalty effect. Research found that attractive quality, basicquality and one-dimensional to the customer loyalty has significant influence.According to the empirical results above, in service quality perspective with charm qualitytheory, this paper puts forward the Suggestions about how to improve customer loyalty. That isbased on the theory of dynamic characteristic attractive quality, and constantly to surprisecustomers, create new "attractive quality", have lasting customer loyalty. China MobileCommunications Cooperation to keep the stable and long-term development, it need to seek andrealize the potential requirements of customers, through continuous innovation so as to achieve thenew attractive quality level, to maintain and promote enterprise’s competitive advantage, causes theenterprise to get more loyal customers.

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