Service Quality, Customer Satisfaction and Customer Loyalty of Mobile Communication Industry in China

Ruijin Zhang,Xiangyang Li,Yunchang Zhang 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.3

Previous studies have shown that the most important factor affecting customer loyalty of service industry is service quality. However, on the part whether service quality has a direct or indirect affect on customer loyalty, the scholars’ views vary apparently. Some studies suggest that service quality has a direct and fundamental influence on customer loyalty (Bai Changhong and Liu Zhi, 2002) ; but some studies have shown that service quality not only directly affects customer loyalty, but also indirectly impacts customer loyalty by influencing customer satisfaction and perceived value(Cronin et al., 2000) .Currently, there are less domestic articles specifically on the relationship between service quality and customer loyalty of mobile communication industry. Besides, literatures studied customer loyalty as a whole variable, not further breaking down into multiple dimensions. Based on this, this paper summarized previous study results, established an effect mechanism model among service quality, customer satisfaction and customer loyalty of mobile communication industry, and did a statistical test on model assumptions by using customer investigation data of Heilongjiang Mobile Company, which provides theoretical guidance for mobile service management based on the discussion of the hypothesis test results. For data collection, the sample was comprised of Harbin city, and the targets are mobile users. The survey is taken by random sampling. A total of 300 questionnaires were delivered, and 276 questionnaires were recovered, with a recovery rate of 92.9%. Excluding invalid questionnaires, 249 questionnaires were valid, which means the effective rate was 82.6%. This study adapted Cronbach's α coefficient to assess the scale reliability. This study conducted validity test on the questionnaire from three aspects: content validity, construct validity and convergent validity. This study tested goodness of fit mainly from the absolute and relative fit indexes. The hypotheses testing results of the study are shown . Overall, four assumptions have not been supported .The ultimate affective relationship of service quality, customer satisfaction and customer loyalty is demonstrated on figure 2. On the whole, the service quality of communication Industry not only has a direct positive significant affect on customer loyalty, but also has an indirect positive significant affect on customer loyalty by service quality; the affective mechanism and extent of customer loyalty are different which is affected by each dimension of service quality. This paper uses the questionnaires of existing literature from home and abroad, which have been tested in empirical research. All questions adapted seven points Liker-type. This article made reference to PZB SERVQUAL scale. Service quality is divided into five projects: tangibility, reliability, responsiveness, assurance and empathy, and questions are simplified into nineteen. The measurement of customer satisfaction mainly made reference to Fornell (1992) and Han Xiaoyun (2003) scale, and finally chose four questions. Based on the reference of Gronholdt (2000) and Wang Chunxiao (2004) scale, this paper chose three indicators such as price tolerance, first choice, and complaint reaction of to measure attitudinal loyalty, and chose three indicators such as repurchase intention, recommendation, and reputation to measure behavioral loyalty. Through collection and collation of literature data, this paper built a model of the relationship among service quality, customer satisfaction and customer loyalty of mobile communication, and took China Mobile in Harbin in Heilongjiang as conducting an empirical test on the model and obtaining some useful conclusions: First, service quality of mobile communication is formed by five factors: Tangibility, Reliability, Responsiveness, Assurance and Empathy.

Service Quality, Customer Satisfaction and Customer Loyalty of Mobile Communication Industry in China

Zhang, Ruijin,Li, Xiangyang,Zhang, Yunchang Korean Academy of Marketing Science 2010 마케팅과학연구 Vol.20 No.3

Previous studies have shown that the most important factor affecting customer loyalty in the service industry is service quality. However, on the subject of whether service quality has a direct or indirect effect on customer loyalty, scholars' views apparently vary. Some studies suggest that service quality has a direct and fundamental influence on customer loyalty (Bai and Liu, 2002). However, others have shown that service quality not only directly affects customer loyalty, it also has an indirect impact on customer loyalty by influencing customer satisfaction and perceived value (Cronin, Brady, and Hult, 2000). Currently, there are few domestic articles that specifically address the relationship between service quality and customer loyalty in the mobile communication industry. Moreover, research has studied customer loyalty as a whole variable, rather than breaking it down further into multiple dimensions. Based on this analysis, this paper summarizes previous study results, establishes an effect mechanism model among service quality, customer satisfaction, and customer loyalty in the mobile communication industry, and presents a statistical test on model assumptions by using customer investigation data from Heilongjiang Mobile Company. It provides theoretical guidance for mobile service management based on the discussion of the hypothesis test results. For data collection, the sample comprised mobile users in Harbin city, and the survey was taken by random sampling. Out of a total of 300 questionnaires, 276 (92.9%) were recovered. After excluding invalid questionnaires, 249 remained, for an effective rate of 82.6 percent for the study. Cronbach's ${\alpha}$ coefficient was adapted to assess the scale reliability, and validity testing was conducted on the questionnaire from three aspects: content validity, construct validity. and convergent validity. The study tested for goodness of fit mainly from the absolute and relative fit indexes. From the hypothesis testing results, overall, four assumptions have not been supported. The ultimate affective relationship of service quality, customer satisfaction, and customer loyalty is demonstrated in Figure 2. On the whole, the service quality of the communication industry not only has a direct positive significant effect on customer loyalty, it also has an indirect positive significant effect on customer loyalty through service quality; the affective mechanism and extent of customer loyalty are different, and are influenced by each dimension of service quality. This study used the questionnaires of existing literature from home and abroad and tested them in empirical research, with all questions adapted to seven-point Likert scales. With the SERVQUAL scale of Parasuraman, Zeithaml, and Berry (1988), or PZB, as a reference point, service quality was divided into five dimensions-tangibility, reliability, responsiveness, assurance, and empathy-and the questions were simplified down to nineteen. The measurement of customer satisfaction was based mainly on Fornell (1992) and Wang and Han (2003), ending up with four questions. Based on the study’s three indicators of price tolerance, first choice, and complaint reaction were used to measure attitudinal loyalty, while repurchase intention, recommendation, and reputation measured behavioral loyalty. The collection and collation of literature data produced a model of the relationship among service quality, customer satisfaction, and customer loyalty in mobile communications, and China Mobile in the city of Harbin in Heilongjiang province was used for conducting an empirical test of the model and obtaining some useful conclusions. First, service quality in mobile communication is formed by the five factors mentioned earlier: tangibility, reliability, responsiveness, assurance, and empathy. On the basis of PZB SERVQUAL, the study designed a measurement scale of service quality for the mobile communications industry, and obtained th ?有文?表明, 影?服???客忠?的最重要因素是服??量. 然而, 在服??量是直接?是?接影??客忠?方面, ?者?的?点有着明?的分?. 目前, 中???????移?通信行?服??量??客忠?之??系的文章?少. 此外, 以往相?文?多是??客忠?作?一?整??量?行?究, ?有?一步?其?分?多??度. 基于此, 本文?通????究?探析移?通信?服??量各?度??客忠?各?度之?的直接和?接影?机理, 其中???客?意作?二者?系的中介?量, 希望?究??能???移?通信企?的服?管理提供有效的理?指?. ?了使搜集到的?据有效, 本次??范??限于黑?江哈??市, ???象?移?通信公司的用?. 本次??采取?机抽?的方式, 共?放?卷350?, 收回?卷325?, 回收率? 92.9%. 剔除无效?卷, 有效?卷?289?, ?有效回收率?82.6%. 本文借???外?有文?所使用的量表, ?些量表已?在???究中得到??. 本文提出六?假?, ??而言, 只有四?假??有得到支持. ?了??服??量?成要素量表的合理性, 本文?289?有效?本?行探索性因子分析. 同?, ??客忠?的?度?行??. 本?究采用Cronbach's ${\alpha}$系???价量表的信度. 本?究??容效度, ??效度和聚合效度三方面??卷?行效度??. 本?究??据和模型的?合?度?行??, 以提高假???的准?程度. 通?文??料的收集, 整理及?据?理, 本文提出了服??量五?度模型以及服??量??客忠?度之?相互?系模型, 通???分析??了有形性, 可?性, 反?性, 保?性和??性是服??量的五??成要素, ??了PZB?于服??量的SERVQUAL的?量方法, ?究了移?通信服??量各?度??客忠?各?度的直接影?机理, 以及服??量各?度如何通??客?意?一中介?量??客忠?各?度的?接影?机理, 建立了相?的?系模型,??用??方程分析方法,?模型?行????, 得出如下?究??: 第一, 移?通信服??量由有形性, 可?性, ??性, 保?性和移情性五?要素?成, ?客忠?由?度忠?和行?忠????度?成. 在PZB??的SERVQUAL量表基?上, 本文??移?通信行???了服??量?量量表, 通?探索性因子分析得出五?因子. ?五?因子?五?成要素基本一致, ?明服??量五要素?念适用于移?通信行?. 同?, ??客忠?量表?行因子分析, 得出??因子, ?本文中的?度忠?和行?忠?相一致. 第二, 移?通信服??量??客忠?存在直接和?接的正向影?作用. 其中, 服??量??度忠?有直接和?接的正向作用, ?接作用是通??客?意?一中介?量影?的; 服??量?行?忠?有直接和?接的正向作用, ?接作用是通??客?意和?度忠????中介?量影?的. ??明移?通信服??量越好, ?客的?意度越高, 其?服?提供商的?度就越??, 在行?上就越容易表?出?服?提供商的忠?. 而且, 服??量各?度??客忠?各?度的影?机理是不同的, 比如: 有形性??客?意有直接的正向作用, 但??客忠?却?有?著的直接作用; 保?性??客?意?有?著的直接作用, 但??客忠?有直接和?接的正向作用. 第三, ?客?意在移?通信服??量??度忠?, 行?忠?之?的具有?著的中介作用, ??明服??量的提高可以增加?客的?意度, 而?意的?客更容易成?忠?的?客; 而?度忠?在移?通信服??量?行?忠?之?的具有?著的中介作用,

IMPACTS OF RELATIONSHIP VALUE ON LOYALTY OF ONLINE GROUP-BUYING CUSTOMER IN CHINA

Ruijin Zhang,Guoxin Li,Zezhou Sun,Yuchen Liu 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

Impacts of Relationship value on Loyalty of Online Group-Buying Customer in China With the development of e-commerce industry, online group-buying pattern has been one of the most popular online shopping patterns in China. Although the online group-buying platform has a large number of consumers, the consumer loyalty to specific online group-buying platform is low. For this phenomenon, scholars usually studied from the perspective of factors which influenced consumer behavior intentions. However, few studies focus on the component and measuring of relational benefits in the process of group-buying. Based on the perspective of consumers, this paper studied the relational benefits between consumers and online group-buying platform, and the perceived benefits of consumers who are in different relationship life cycle.This paper used SPSS to test the reliability and validity of data and carried some discussions about research model through factor analysis and regression analysis. The results indicated that relational benefits were significantly related to customer loyalty, that relationship quality and relationship life cycle was considered as mediator and moderator, respectively. Further, we made some management recommendations for operators in the online group-buying platform.

IMPACTS OF RELATIONSHIP VALUE ON LOYALTY OF ONLINE GROUP-BUYING CUSTOMER IN CHINA

Ruijin Zhang,Guoxin Li,Zezhou Sun,Yuchen Liu 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Impacts of Relationship value on Loyalty of Online Group-Buying Customer in China With the development of e-commerce industry, online group-buying pattern has been one of the most popular online shopping patterns in China. Although the online group-buying platform has a large number of consumers, the consumer loyalty to specific online group-buying platform is low. For this phenomenon, scholars usually studied from the perspective of factors which influenced consumer behavior intentions. However, few studies focus on the component and measuring of relational benefits in the process of group-buying. Based on the perspective of consumers, this paper studied the relational benefits between consumers and online group-buying platform, and the perceived benefits of consumers who are in different relationship life cycle.This paper used SPSS to test the reliability and validity of data and carried some discussions about research model through factor analysis and regression analysis. The results indicated that relational benefits were significantly related to customer loyalty, that relationship quality and relationship life cycle was considered as mediator and moderator, respectively. Further, we made some management recommendations for operators in the online group-buying platform.

THE RESEARCH OF THE INFLUENCE OF ENVIRONMENTAL VALUES ON THE GREEN CONSUMER BEHAVIOR

Qiaolian Cheng,Kexin Liu,,Ruijin Zhang,Guofeng Li,Jingjing Wang 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

There may be not direct path from the psychological selection by the customers to the green behavior owing to the complexity of the green consumption. The specific mode of action still needs being further researched. This paper will research the specific path and mechanism of customer’s green consumption based on VBN theory. Based on a survey of Chinese respondents, environment values bring indirect influence to green customer behavior through individual belief or subjective norm intermediately. However, there are different paths from value to behavior. One path is that egoistic value-subjective norm-green customer behavior while another path is that altruistic value-environment beliefs-subjective norm-green customer behavior which really fits into previous research of VBN theory.

A New Support Vector Machine Model Based on Improved Imperialist Competitive Algorithm for Fault Diagnosis of Oil-immersed Transformers

Zhang, Yiyi,Wei, Hua,Liao, Ruijin,Wang, Youyuan,Yang, Lijun,Yan, Chunyu The Korean Institute of Electrical Engineers 2017 Journal of Electrical Engineering & Technology Vol.12 No.2

Support vector machine (SVM) is introduced as an effective fault diagnosis technique based on dissolved gases analysis (DGA) for oil-immersed transformers with maximum generalization ability; however, the applicability of the SVM is highly affected due to the difficulty of selecting the SVM parameters appropriately. Therefore, a novel approach combing SVM with improved imperialist competitive algorithm (IICA) for fault diagnosis of oil-immersed transformers was proposed in the paper. The improved ICA, which is proved to be an effective optimization approach, is employed to optimize the parameters of SVM. Cross validation and normalizations were applied in the training processes of SVM and the trained SVM model with the optimized parameters was established for fault diagnosis of oil-immersed transformers. Three classification benchmark sets were studied based on particle swarm optimization SVM (PSOSVM) and IICASVM with four multiple classification schemes to select the best scheme for transformer fault diagnosis. The results show that the proposed model can obtain higher diagnosis accuracy than other methods. The comparisons confirm that the proposed model is an effective approach for classification problems.

A New Support Vector Machine Model Based on Improved Imperialist Competitive Algorithm for Fault Diagnosis of Oil-immersed Transformers

Yiyi Zhang,Hua Wei,Ruijin Liao,Youyuan Wang,Lijun Yang,Chunyu Yan 대한전기학회 2017 Journal of Electrical Engineering & Technology Vol.12 No.2

Support vector machine (SVM) is introduced as an effective fault diagnosis technique based on dissolved gases analysis (DGA) for oil-immersed transformers with maximum generalization ability; however, the applicability of the SVM is highly affected due to the difficulty of selecting the SVM parameters appropriately. Therefore, a novel approach combing SVM with improved imperialist competitive algorithm (IICA) for fault diagnosis of oil-immersed transformers was proposed in the paper. The improved ICA, which is proved to be an effective optimization approach, is employed to optimize the parameters of SVM. Cross validation and normalizations were applied in the training processes of SVM and the trained SVM model with the optimized parameters was established for fault diagnosis of oil-immersed transformers. Three classification benchmark sets were studied based on particle swarm optimization SVM (PSOSVM) and IICASVM with four multiple classification schemes to select the best scheme for transformer fault diagnosis. The results show that the proposed model can obtain higher diagnosis accuracy than other methods. The comparisons confirm that the proposed model is an effective approach for classification problems.

Functional Display of Active β-Galactosidase on Bacillus subtilis Spores Using Crust Proteins as Carriers

He Wang,Ruijin Yang,Xiao Hua,Wei Zhao,Wenbin Zhang 한국식품과학회 2015 Food Science and Biotechnology Vol.24 No.5

Two model proteins of an enhanced green fluorescent protein (EGFP) and a tetrameric β- Galactosidase (β-Gal) from Bacillus stearothermophilus IAM11001 were fused to the C-terminus of the crust proteins Y (CotY) and Z (CotZ) from B. subtilis 168. Surface-expression of the resulting fusion proteins CotY-EGFP, CotZ-EGFP, CotY-β-Gal, and CotZ-β-Gal were then evaluated. Fluorescence intensity analysis of the transformed strains indicated that the CotY-EGFP and CotZ-EGFP fusion proteins were successfully displayed on spores. β-Gal was anchored on the surface of B. subtilis spores, confirmed based on western blotting and immunofluorescence microscopy. Results of a β-Gal assay showed that when fused to CotY and CotZ, the obtained enzyme activities of spore-displayed β-Gals were 0.12 and 0.25 U/mg of spores (dry weight), respectively. CotY and CotZ were, thus, shown to be suitable candidate carriers for display of multimeric enzymes on the spore surface.

An Approach for Lactulose Production Using the CotX-Mediated Spore-Displayed β-Galactosidase as a Biocatalyst

( He Wang ),( Ruijin Yang ),( Xiao Hua ),( Wenbin Zhang ),( Wei Zhao ) 한국미생물 · 생명공학회 2016 Journal of microbiology and biotechnology Vol.26 No.6

Currently, enzymatic synthesis of lactulose, a synthetic prebiotic disaccharide, is commonly performed with glycosyl hydrolases. In this work, a new type of lactulose-producing biocatalyst was developed by displaying β-galactosidase from Bacillus stearothermophilus IAM11001 (Bs-β-Gal) on the surface of Bacillus subtilis 168 spores. Localization of β-Gal on the spore surface as a fusion to CotX was verified by western blot analysis, immunofluorescence microscopy, and flow cytometry. The optimum pH and temperature for the resulting sporedisplayed β-Gal was 6.0 and 75oC, respectively. Under optimal conditions, it showed maximum activity of 0.42 U/mg spores (dry weight). Moreover, the spore-displayed CotX-β- Gal was employed as a whole cell biocatalyst to produce lactulose, yielding 8.8 g/l from 200 g/l lactose and 100 g/l fructose. Reusability tests showed that the spore-displayed CotX-β- Gal retained around 30.3% of its initial activity after eight successive conversion cycles. These results suggest that the CotX-mediated spore-displayed β-Gal may provide a promising strategy for lactulose production.

An Approach for Lactulose Production Using the CotX-Mediated Spore-Displayed β-Galactosidase as a Biocatalyst

Wang, He,Yang, Ruijin,Hua, Xiao,Zhang, Wenbin,Zhao, Wei The Korean Society for Microbiology and Biotechnol 2016 Journal of microbiology and biotechnology Vol.26 No.7

Currently, enzymatic synthesis of lactulose, a synthetic prebiotic disaccharide, is commonly performed with glycosyl hydrolases. In this work, a new type of lactulose-producing biocatalyst was developed by displaying β-galactosidase from Bacillus stearothermophilus IAM11001 (Bs-β-Gal) on the surface of Bacillus subtilis 168 spores. Localization of β-Gal on the spore surface as a fusion to CotX was verified by western blot analysis, immunofluorescence microscopy, and flow cytometry. The optimum pH and temperature for the resulting spore-displayed β-Gal was 6.0 and 75℃, respectively. Under optimal conditions, it showed maximum activity of 0.42 U/mg spores (dry weight). Moreover, the spore-displayed CotX-β-Gal was employed as a whole cell biocatalyst to produce lactulose, yielding 8.8 g/l from 200 g/l lactose and 100 g/l fructose. Reusability tests showed that the spore-displayed CotX-β-Gal retained around 30.3% of its initial activity after eight successive conversion cycles. These results suggest that the CotX-mediated spore-displayed β-Gal may provide a promising strategy for lactulose production.