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Sustainability 2017, 9(4), 555; doi:10.3390/su9040555

Explore the Buffering Effects of Perceived Hidden Inflation on Survival of Mobile Phone Service Providers in Taiwan

1
Department of Marketing Management, Transworld University, Jen-Nang Rd., Chia-Tong Li, Douliou 1221, Yunlin, Taiwan
2
Finance Department, Fuzhou University of International Studies and Trade, 28, Yuhuan Road, Shouzhan New District, Changle, Fuzhou 350202, China
3
College of Business and Management, Lynn University, 3601 North Military Trail, Boca Raton, FL 33431, USA
*
Author to whom correspondence should be addressed.
Academic Editor: Rachel J. C. Chen
Received: 29 January 2017 / Revised: 29 March 2017 / Accepted: 30 March 2017 / Published: 6 April 2017
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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. View Full-Text
Keywords: perceived hidden Inflation; brand loyalty; service quality; brand trust perceived hidden Inflation; brand loyalty; service quality; brand trust
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Liu, S.-W.; Yang, Y.-C.; Norcio, R. Explore the Buffering Effects of Perceived Hidden Inflation on Survival of Mobile Phone Service Providers in Taiwan. Sustainability 2017, 9, 555.

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