A Hierarchical model of the Chinese mobile communications market: an empirical analysis
Abstract
As one of the most important service markets in China, the Chinese mobile communications market has been neglected by most prior studies (Lai et al., 2007). Despite a few recent studies, several researchers suggest that developing a much deeper insight into the marketing constructs such as service quality, customer perceived value, corporate image, and customer loyalty is of vital importance to the Chinese mobile communications market (Lai et al., 2009; Lai et al., 2007; Wang et al., 2004).
This study presents a comprehensive evaluation of customers’ perceptions of service quality in the Chinese mobile communications market through developing and estimating a hierarchical and multidimensional model. The conceptualisation and the measurement of customers’ perceptions of service quality have given rise to much controversy in the domain of the service marketing literature. However, the results of this study support the use of a hierarchical and multidimensional approach for conceptualising and measuring customers’ perceptions of service quality, similar to the models developed by Brady and Cronin (2001), and Dabholkar et al. (1996).
In response to the call for more investigations into the complex relationships between important service marketing constructs (Adyin and Ozer, 2005; Wang et al., 2004; Caruana, Money, and Berthon, 2000; Nguyen and LeBlanc, 1998; Cronin and Taylor, 1992), this study examines the relationships between Service Quality, Customer Satisfaction, Customer Perceived Value, Corporate Image, Perceived Switching Costs, and Customer Loyalty in the Chinese mobile communications market. The findings indicate that Service Quality is an important determinant of Customer Perceived Value, Customer Satisfaction, Corporate Image, and Perceived Switching Costs. Customer Perceived Value is an antecedent of Customer Satisfaction. Corporate Image, Customer Satisfaction, and Perceived Switching Costs are three key drivers of Customer Loyalty.
