Explore the Buffering Effects of Perceived Hidden Inflation on Survival of Mobile Phone Service Providers in Taiwan
Abstract
:1. Introduction
2. Theoretical Background and Hypotheses
2.1. Brand Trust and Brand Loyalty
2.2. Service Quality, Brand Trust and Brand Loyalty
2.3. Moderator: Perceived Hidden Inflation
2.4. Research Model
3. Data and Method
3.1. The Questionnaire Design and Data Collection
3.2. Analysis of Reliability and Validity
4. Results
5. Discussion and Conclusions
6. Managerial Implications
7. Limitations and Future Research
Acknowledgments
Author Contributions
Conflicts of Interest
References
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Construct | Indicators | Standardized Loadings | AVE | Cronbach’s |
---|---|---|---|---|
PHI | PHI1 | 0.64 *** | 0.51 | 0.70 |
PHI2 | 0.78 *** | |||
PHI3 | 0.64 *** | |||
PHI4 | 0.79 *** | |||
Brand Trust | Trust1 | 0.77 *** | 0.62 | 0.86 |
Trust2 | 0.58 *** | |||
Trust3 | 0.90 *** | |||
Trust4 | 0.87 *** | |||
Tangibles | ST1 | 0.75 *** | 0.70 | 0.83 |
ST2 | 0.96 *** | |||
ST3 | 0.80 *** | |||
ST4 | 0.82 *** | |||
Reliability | SR1 | 0.64 *** | 0.62 | 0.89 |
SR2 | 0.82 *** | |||
SR3 | 0.86 *** | |||
SR4 | 0.87 *** | |||
SR5 | 0.73 *** | |||
Responsiveness | SRE1 | 0.73 *** | 0.71 | 0.91 |
SRE2 | 0.87 *** | |||
SRE3 | 0.90 *** | |||
SRE4 | 0.86 *** | |||
Assurance | SA1 | 0.77 *** | 0.63 | 0.87 |
SA2 | 0.75 *** | |||
SA3 | 0.79 *** | |||
SA4 | 0.87 *** | |||
Empathy | SE1 | 0.83 *** | 0.68 | 0.91 |
SE2 | 0.77 *** | |||
SE3 | 0.80 *** | |||
SE4 | 0.90 *** | |||
SE5 | 0.82 *** | |||
Behavioral Loyalty | BL1 | 0.87 *** | 0.78 | 0.88 |
BL2 | 0.90 *** | |||
Attitudinal Loyalty | AT1 | 0.92 *** | 0.64 | 0.75 |
AT2 | 0.66 *** |
Path | Standardized Coefficients | t Value |
---|---|---|
Service quality → Attitudinal loyalty | 0.185 ** | 2.693 |
Service quality → Behavioral loyalty | 0.032 | 0.534 |
Service quality → Brand trust | 0.587 *** | 6.590 |
Brand trust → Attitudinal loyalty | 0.511 *** | 6.755 |
Brand trust → Behavioral loyalty | 0.164 * | 2.297 |
Attitudinal → Behavioral loyalty | 0.744 *** | 8.099 |
Model Fit statistics (N = 291) | ||
66.724(52) | ||
1.283 | ||
GFI | 0.966 | |
AGFI | 0.940 | |
RMSEA | 0.031 | |
RMR | 0.025 | |
CFI | 0.994 | |
NFI | 0.975 |
Model 1 Brand Trust | Model 2 Attitudinal Loyalty | Model 3 Behavioral Loyalty | |
---|---|---|---|
Antecedents | |||
Service Quality | 0.555 *** | 0.489 ** | 0.443 |
Interaction terms | |||
PHI × Service Quality | −0.061 *** | −0.007 ** | −0.038 |
Adjust R2 | 0.294 | 0.232 | 0.186 |
Hypotheses | Remarks | |
---|---|---|
H1 | Attitudinal loyalty is positively related to behavioral loyalty. | Supported |
H2a | Brand trust positively influences attitudinal loyalty. | Supported |
H2b | Brand trust positively influences behavioral loyalty. | Supported |
H3a | Service quality has a positive impact on customer brand trust. | Supported |
H3b | Service quality has a positive impact on attitudinal loyalty. | Supported |
H3c | Service quality has a positive impact on behavioral loyalty. | Unsupported |
H4 | The relationship between service quality and brand trust is weaker when perceived hidden inflation increases. | Supported |
H5 | The relationship between service quality and attitudinal loyalty is weaker when perceived hidden inflation increases. | Supported |
H6 | The relationship between service quality and behavioral loyalty is weaker when perceived hidden inflation increases. | Unsupported |
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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. https://doi.org/10.3390/su9040555
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(4):555. https://doi.org/10.3390/su9040555
Chicago/Turabian StyleLiu, Sheng-Wen, Ying-Chieh Yang, and Ralph Norcio. 2017. "Explore the Buffering Effects of Perceived Hidden Inflation on Survival of Mobile Phone Service Providers in Taiwan" Sustainability 9, no. 4: 555. https://doi.org/10.3390/su9040555