Comparing the main effects and moderating effects of education among three models in IT service: A quantitative approach

Chieh-Peng Lin*, Cherng G. Ding

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

11 Scopus citations

Abstract

This study examines the formation of relationship quality and loyalty for an ISP (Internet service provider). Three conceptual models are tested for comparison. In the models, relational selling behavior, network quality, and service recovery indirectly influence loyalty with an ISP through the mediation of relationship quality. That is, in model 1, relationship quality is examined as a single construct, rather than the second-order construct comprising satisfaction and trust in model 2. In model 3, satisfaction and trust are examined as two different constructs. Customer education moderates several paths of the three models. The moderating effects are simultaneously examined using data from customers of a Taiwan's leading ISP. The test results indicate that the influence of satisfaction on loyalty and that of network quality on satisfaction are stronger for low education customers than high education customers, while the influence of trust on loyalty and that of network quality on trust are stronger for high education customers than low education customers. Furthermore, the influences of relational selling behavior and service recovery on satisfaction and trust are similar for both high education customers and low education customers. Implications of the empirical findings are also discussed.

Original languageEnglish
Pages (from-to)617-633
Number of pages17
JournalQuality and Quantity
Volume43
Issue number4
DOIs
StatePublished - 1 Jul 2009

Keywords

  • Education
  • Loyalty
  • Moderator
  • Relational selling behavior
  • Relationship quality
  • Satisfaction
  • Service recovery
  • Trust

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