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Applying Grey Relational Analysis to Assess The Relationship Among Service Quality Customer Satisfaction and Customer Loyalty

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4 Author(s)
Kung, Chaang-Yung ; Dept. of Bus. Adm., Chaoyang Univ. of Technol., Taichung ; Tzung-Ming Yan ; Shih-Chieh Chuang ; Jee-Ray Wang

In this study, the mobile communications industries are taken by the researcher as the objects. The present study applied grey relational method to analyze the relationships among service quality, customer satisfaction and customer loyalty. As the research result reveals, high service quality may further promote customer satisfaction. In addition, customer satisfaction and customer loyalty are examined to be positively related. It is examined further that responsiveness and empathy play important roles in promoting customer satisfaction and customer loyalty. In terms of the research method, grey relational analysis only needs small samples. Smaller data can obtain good results; moreover, calculating method is simple. It is also easy to manipulate grey relational analysis, in that it can make up for drawbacks of conventional statistic method that needs larger samples

Published in:

Cybernetics and Intelligent Systems, 2006 IEEE Conference on

Date of Conference:

7-9 June 2006

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