||Customer Value, Satisfaction, Switching Cost, and Customer Loyalty in International Air Cargo Services in Taiwan
||Customer Value, Satisfaction, Switching Cost, and Customer Loyalty in International Air Cargo Services in Taiwan
||Institute of International Management (IIMBA--Master)
International Air Cargo Services
This study aims to examine the perceptions of customer value, satisfaction,switching cost, and customer loyalty in international air cargo services. The relationships among those constructs were conducted in this research. Switching cost is considered to be a new term that is influenced by customer value and it influences on customer loyalty in international air cargo services.
Structural equation modeling was used to test the hypotheses among constructs. This study proposes that customer satisfaction and switching cost are influenced by
customer value, whereas customer satisfaction and switching cost have direct influence on customer loyalty. However, the results indicated that customer value has no direct influence on customer loyalty in international air cargo services The findings suggest that customer satisfaction and switching cost are perceived to be most important dimensions to retain customer loyalty in the context of international air cargo services.
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 The Objectives of the Study 7
1.3 Scope of the Research 7
1.4 Research Flow 8
1.5 Research Organization 9
CHAPTER TWO LITERATURE REVIEW 11
2.1 Introduction of Air Cargo Services 11
2.2 Customer Value 13
2.3 Customer Satisfaction 17
2.4 Switching Cost 21
2.5 Customer Loyalty 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 27
3.1 The Conceptual Model and Research Hypotheses 28
3.1.1 The Relationship between Customer Value and Customer Satisfaction 28
3.1.2 The relationship between Customer Value and Customer loyalty 29
3.1.3 The Relationship between Customer Value and Switching Cost 31
3.1.4 The Relationship between Customer Satisfaction and Customer Loyalty 32
3.1.5 The Relationship between Switching Cost and Customer Loyalty 33
3.2 Questionnaire Design 34
3.3 The Construct Measurement 34
3.3.1 Measurement of Customer Value 35
3.3.2 Measurement of Customer Satisfaction 36
3.3.3 Measurement of Switching Cost 36
3.3.4 Measurement of Customer Loyalty 37
3.4 Sampling Plan 38
3.5 Data Analysis Procedure 38
3.5.1 Descriptive Statistic Analysis 38
3.5.2 Factor Analysis and Reliability of Measurement Variable 38
3.5.3 One Way Analysis of Variance (ANOVA) 39
3.5.4 Structural Equation Modeling (SEM) 40
CHAPTER FOUR ANALYSIS AND INTERPRETATION 42
4.1 Data Collection 42
4.2 Characteristic of Respondents 43
4.2.1 Characteristic of Air Cargo Carries 43
4.2.2 Characteristic of Respondents 43
4.3 Descriptive Analysis 45
4.3.1 Descriptive Analysis of Customer Value 45
4.3.2 Descriptive Analysis of Customer Satisfaction 47
4.3.3 Descriptive Analysis of Switching Cost 48
4.3.4 Descriptive Analysis of Customer Loyalty 48
4.4 Factor Analysis and Reliability Test 49
4.4.1 The Factor Analysis and Reliability Test for Customer Value 50
4.4.2 Factor Analysis and Reliability Test of Customer Satisfaction 52
4.4.3 Factor Analysis and Reliability Test of Switching Cost 53
4.4.4 Factor Analysis and Reliability Test of Customer Loyalty 55
4.5 Analysis of Variance (ANOVA) 56
4.5.1 The Different Perceptions of Customer Value 56
4.5.2 The Different Perceptions of Customer Satisfaction 58
4.5.3 The Different Perceptions of Switching Cost 60
4.5.4 The Perception Differences of Customer Loyalty 61
4.6 Structural Equation Modeling (SEM) 61
4.6.1 The Initial Model of Customer Value, Satisfaction, Loyalty and Switching Cost 62
4.6.2 The Final Model of Customer Value, Satisfaction, Loyalty and Switching Cost 65
CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS 69
5.1 Discussion and Conclusion 69
5.2 Managerial Implications 72
5.3 Limitations and Future Research Directions 73
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