Document Type
Article
Publication Date
4-6-2017
Abstract
The purpose of this study is to examine the moderating role of perceived hidden inflation on the relationships between service quality, brand trust and brand loyalty. All data collected from the target population are analyzed through two-step structural equation modeling (SEM) and moderated multiple regression (MMR) to examine the hypotheses. 1,050 questionnaires are randomly distributed at 21 telecommunication service stores in Taiwan. Findings indicated that service quality has no direct impact on behavioral loyalty but it has a significant indirect impact on behavioral loyalty through brand trust or attitudinal loyalty. Moreover, findings identify perceived hidden inflation as the moderating role in the service quality–brand trust–brand loyalty chain. Besides the need for empirical confirmation of the hypotheses given, finally, there are several practical implications for service marketers and future research directions for scholars.
Publication
Sustainability
Publisher
MDPI
City/State
Basel, Switzerland
Volume
9
Issue
4
Pages
555
Department
College of Business and Management
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Liu, S., Yang, Y., & Norcio, R. (2017). Explore the buffering effects of perceived hidden inflation on survival of mobile phone service providers in Taiwan. Sustainability, 9(4), 555. doi: https://doi.org/10.3390/su9040555.
Comments
This article belongs to the Special Issue Sustainability of Economic and Management Systems: Perspectives of Uncertainty and Data Driven Optimization
Received: 29 January 2017 / Revised: 29 March 2017 / Accepted: 30 March 2017 / Published: 6 April 2017