A structural look at service loyalty: role of service quality, corporate image, and trust

Abstract

This study investigates the relationships among service loyalty, perceived service quality, corporate image, and trust in the context of Malaysian mobile phone service market. Partial least squares approach was used to analyze the survey data. Results suggest adequate predictive ability of the model and provide support for all hypothesized relationships. It is found that both perceived service quality and corporate image jointly build trust which eventually affects service loyalty. It is also evident that, perceived service quality directly as well as indirectly affects consumer trust.