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http://dx.doi.org/10.5392/JKCA.10.10.318

Structural Relationship among Professional Service Satisfaction, Commitment and Loyalty  

Chun, Myung-Hwan (목원대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.10, no.10, 2010 , pp. 318-325 More about this Journal
Abstract
This study is to examine loyalty building model which reflected differentiated traits of professional service to establish strong loyalty for gaining competitive edge. Professional service is where consumer can not easily predict the result of service as well as other common traits. It also has trait that is difficult to evaluate service satisfaction and quality even after using the service because knowledge imbalance between service provider and user is great. Therefore, in professional service, satisfaction and emotion that consumer perceives in the service use process will play critical role in loyalty formation. As a result, the model of this study divided dimension into responsiveness satisfaction which is satisfaction dimension of professional service use process, interaction satisfaction, technical satisfaction and structurally examined the relationship between emotional commitment and cognitive commitment and the relationship between dimension of commitment and loyalty. The analysis result show that dimension of satisfaction which perceived in professional service use process increases both emotional commitment and cognitive commitment and these commitments effect to loyalty formation.
Keywords
Credence-based Services(CBS); Technical Satisfaction; Interaction Satisfaction; Responsiveness Satisfaction; Affective Commitment; Relational Benefit; Loyalty;
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