• Title/Summary/Keyword: berry

Search Result 412, Processing Time 0.029 seconds

Active Aging: Roles of Physical Activity and Immunity (건강한 노후 : 운동활동과 면역반응을 중심으로)

  • Park, Chan Ho;Kim, Ji-Seok;Kwak, Yi Sub
    • Journal of Life Science
    • /
    • v.28 no.5
    • /
    • pp.621-626
    • /
    • 2018
  • We introduced the physiological responses of aging, active aging and also suggest the impact of physical exercise on body health status and elderly immunity. In this purpose, we searched the Pub Med data base for the articles (include our experimental papers) and review papers having the terms 'Aging', 'Active aging' and 'Physical activity and elderly' in the title, published from 1999 until 2018. The results were as follows: Exercise training has been extensively studied about the reduction of inflammation, oxidative stress, disease, and aging in syndrome X patients and elderly. Combined and aerobic or resistance exercise training could reduce obesity, insulin resistance, type 2 diabetes and hypertension. Exercise training has been extensively studied in cancer settings as part of prevention or treatment strategies. From this research, regular exercise has the potential to target tumor growth through regulation of inflammation and immune responses such as lactate clearance, NK cell activation (innate immunity), activation of cytotoxic immune cells, T cell activation (adaptive immunity), and immune surveillance. However, Endurance physical activity not only induces thermogenesis and diverse sports injuries but also elicits mobilization and functional enhancement of monocytes, neutrophils (which is caused by the cytokine changes such as TNF-alpha, IL-1) whereas it suppresses cell mediated immunity causing to increased susceptibility to inflammation and infections like cough and URTIs (upper respiratory track infections) in young and especially in elderly people. Therefore, Strategies to prevent physical fatigue, sports injuries include avoid overtraining, Adequate recovery and various type of rest during and after physical activity and assuring adequate nutrition supplementation such as glutamine, vitamin B, vitamin C, carbohydrate, ion or berry-contain sports beverages is helpful in physically active elderly.

Changes in Quality of Mulberry Depending on Distribution and Storage Temperature (유통 및 저장 온도에 따른 오디의 품질의 변화)

  • Park, Ju-Hyun;Choi, Jeong-Hee;Hong, Seok-In;Jeong, Moon-Cheol;Kim, Dongman
    • Food Science and Preservation
    • /
    • v.20 no.2
    • /
    • pp.141-150
    • /
    • 2013
  • For the investigation of the quality loss of mulberry during distribution, the deterioration rate, microorganism growth, and sensory quality of mulberry kept at 20, 10 and $0^{\circ}C$, respectively, were investigated. Based on the results, the optimum temperature for extending the freshness of mulberry was examined in the temperature range of -1.5 to $1.5^{\circ}C$. The level of mold in the mulberry kept at 20 and $10^{\circ}C$, respectively, was much higher than that kept at $0^{\circ}C$. The quality of the mulberry deteriorated seriously after two days at $20^{\circ}C$, after six days at $10^{\circ}C$, and after 12 days at $0^{\circ}C$. The marketability of mulberry as determined via sensory evaluation was much more prolonged by decreasing the keeping temperature from 20 to $0^{\circ}C$. To extend the freshness of mulberry using these results, the optimum temperature was evaluated at the range of -1.5 to $1.5^{\circ}C$ for 25 days. During storage, the changes in the color and pH of the berry were not significantly different by storage temperature, but the microbial levels and deterioration rate increased in the order of 1.5, 0, and $-1.5^{\circ}C$. In particular, the firmness of the mulberry decreased rapidly at $1.5^{\circ}C$, showing a significant difference from the others. The titratable acidity and sugar contents decreased gradually at all the applied temperatures. The anthocyanin content decreased sharply at $1.5^{\circ}C$ but gently changed at $-1.5^{\circ}C$. Through the sensory results of this study, it was adjudged that the marketability of mulberry could be maintained about 0.7 times at $1.5^{\circ}C$ and 1.3 times at $-1.5^{\circ}C$ compared with the marketability at $0^{\circ}C$, respectively.

Quality of Stored Grape (Vitis labruscana) Treated with Ethylene-Absorbent and Activated Charcoal (에틸렌 흡착제와 활성탄 처리에 의한 저장 포도의 품질 특성)

  • Jang, Keum-Il;Lee, Je-Hong;Kim, Kwang-Yup;Jeong, Heon-Sang;Lee, Hee-Bong
    • Journal of the Korean Society of Food Science and Nutrition
    • /
    • v.35 no.9
    • /
    • pp.1237-1244
    • /
    • 2006
  • In order to ensure a stable supply of grapes for consumers and to extend grape storage, we investigated changes in the quality of grapes (Vitis labruscana) stored after treatment with ethylene absorbent (EA) or activated charcoal (AC). We treated harvested 'Sheridan' and 'Muscat Bailey A' grapes with EA and with 0.1, 0.5, 1.0, and 2.0% (w/w) AC, and stored them at $0{\pm}1^{\circ}C$, $90{\pm}2%$ humidity for 60 days. After the EA or AC treatment, the storability of the 'Sheridan' and 'Muscat Bailey A' grapes was increased, as compared with non treatment, and 'Sheridan' kept better than 'Muscat Bailey A'. The quality of the stored grapes maintained with EA or the amount of AC, which decreased the rate of weight loss, abnormal fruit development, berry abscission, saccharinity, and growth of fungi. The free sugar and anthocyanin contents in the pericarp increased gradually in both 'Sheridan' and 'Muscat Bailey A', and increased more in 'Sheridan'. Conversely, the total acidity of 'Sheridan' and 'Muscat Bailey A' decreased with storage, and decreased less in 'Sheridan'. There were no differences in the free sugar content, anthocyanin content, and total acidity among treatments. The changes in grape quality with storage were delayed in the order of EA, 2% AC, 1% AC, 0.5% AC, and 0.1% AC. Ultimately, we postulate that EA and 2% AC best maintain the qualities of grape, and extend the grape storage period.

Fruit and Wine Quality on Maturing Time of Korea New Grape Cultivar 'Doonuri' (국내 육성 포도 '두누리' 품종의 성숙 시기별 과실특성과 포도주 품질특성)

  • Chang, Eun Ha;Jeong, Sung Min;Noh, Jung Ho;Park, Kyo Sun;Lim, Byung Sun
    • Food Science and Preservation
    • /
    • v.19 no.6
    • /
    • pp.882-892
    • /
    • 2012
  • This study was conducted to investigate several indicators of fruit maturity, and expert sensory evaluation was done to determine the most appropriate maturity time for the new Korea grape cultivar 'doonuri' for high quality winemaking. The grape component changed dramatically during ripening, after veraison. Considerable drops in berry firmness (<0.60 kgf/$cm^2$) and titratable acidity (<0.66%) were found at the ripening stage while the soluble solid content significantly increased in the ripening process. Most of the organic acids contained were tartaric and malic acid. The malic acid content was about twice the tartaric acid content in the fruit-growing period but was less than the tartaric acid content in the maturity period. The total anthocyanin and polyphenol contents increased sharply after veraison. In particular, the total anthocyanin and polyphenol contents reached their maximum levels when the acidity was 0.55%, and after that, there was almost no change. Correlations between anthocyanin accumulation and several factors were found in sugar 0.7811 (p<0.05), pH 0.9315 (p<0.05), and Brix/acid ratio 0.9409 (p<0.05). $Brix{\times}pH^2$ and brix/acid ratio were used as indicators of the proper maturation of the grapes when the acidity was 0.53 to 0.55%, and at sugar 17 Brix. When surveyed, the quality characteristics and sensory evaluation of the wine made using the latest harvested grapes showed the most reliable sourness. The color, aroma, and overall harmony of the wine, however, were evaluated to be the best when the wine acidity was about 0.60% or when the grape acidity was below 0.55%.

Vegetative Propagation and Morphological Characteristics of Amelanchier spp. with High Value as Fruit Tree for Landscaping (정원용 유실수로서 가치가 높은 채진목속(Amelanchier spp.)의 형태적 특성 및 영양번식방법)

  • Kang, Ho Chul;Hwang, Dae Yul;Ha, Yoo Mi
    • Journal of the Korean Institute of Landscape Architecture
    • /
    • v.46 no.6
    • /
    • pp.111-119
    • /
    • 2018
  • This study was carried out to investigate the growth characteristics and propagation methods of the Korean native Amelanchier asiatica, A. arborea, and A. alnifolia as fruit trees for gardens. Due to the lack of recent research on Amelanchier spp., their superficial classification is still unclear and the names are being used interchangeably. The results are obtained as follows : A. arborea and A. alnifolia were globular type multi-stemmed shrubs. A 20-year-old tree of A. asiatica was 7.8m in height, with a 5.2m crown width, with one trunk. As for the morphological characteristics, leaves of A. asiatica were oblong, with an acuminate of, 6.1cm and 3.6cm width, but A. arborea and A. alnifolia had acute obovate leaves. The leaf size of A. alnifolia was the largest among the three species. The flower size of A. asiatica was bigger than that of A. arborea and A. alnifolia. In addition, its petals and flower clusters were also the largest among the three species. The flowering of A. asiatica initiated on April 21 and then bloomed for a duration of 24 days in Osan, while that of A. arborea and A. alnifolia initiated flowering on April 12 and then bloomed for a duration of 22 days in the same location. The fruit of A. arborea and A. alnifolia were green on May 10~12, it changed into purplish red on May 24~26, and its matured on June 1~3. The duration of fruit persistence of A. arborea and A. alnifolia were 48~50 days. On the other hand, A. asiatica showed greenish fruit on May 20, it became red on September 4, and had fallen by October 3. The fruit size was the largest at 1.03cm of height and 1.12cm of diameter in the A. arborea, followed by the big berry of A. alnifolia and the smallest fruit in the native, A. asiatica. It was difficult to root due to the hardwood cutting of A. arborea at a 40% rate of rooting. In the softwood cutting, the rooting rate of A. arborea was increased by the treatment with concentrated IBA, especially at 5,000 and 7,000ppm. The optimum date for cutting was on June 27, when the rooting rate was more than 80%. The most effective method for rooting of A. arborea was rootone or 7,000 ppm IBA treatment on June 27 softwood cuttings, which showed a rooting rate of over 80%.

Studies on Improvement of Quality Wine of "Vitis amurensis RUPRECHT" ("개량머루" 과실주의 품질향상에 관한 연구)

  • Lee, B.Y.;Lee, Y.C.;Jung, H.W.;Lim, J.W.
    • Journal of Practical Agriculture & Fisheries Research
    • /
    • v.9 no.1
    • /
    • pp.47-58
    • /
    • 2007
  • New Wild Grape berry weighs approximately 3.7g, which is one fourth of the weight of the general grape wine (12.2g). The pH of New Wild Grape wine is around 3.34, which is lower by 0.3 than that (3.62) of general grape wine. It contains higher organic acids, so it has stronger sour taste. The sugar content of New Wild Grape is 17° Brix, which is higher than that (15° Brix) of general grape wine. The color of New Wild Grape is blackish, owing to the lower lightness, redness, and yellowness compared with those of general grape wine. Depending on the mixing with or without oak tree, there is little difference in the pH, organic acid, reducing sugar, and amount of alcohol after ripening for 1 year. In taste, New Wild Grape wine mixing with oak tree is evaluated better than that of the wine without oak tree. Especially, in the case of the wine mixing with oak tree's sawdust, the quality in color, taste, and smell became improved. After fermentation, the pH of New Wild Grape Wine ripened with oak tree charcoal increased from 3.82 to 3.86, as it gets more oak tree charcoal, and the organic acid decreased from 0.91㎖ to 0.86㎖. However, there is no difference in alcohol amount. Lightness in color tended to be reduced, whereas redness tended to be increased. Adding 3% of oak tree charcoal made the taste and smell improved. When fermenting New Wild Grape Wine with mixing 1% of oak tree's sawdust or 3% of oak tree charcoal, there is little difference in the pH and the organic acid, whereas there is a little difference in those of New Wild Grape Wine without addition of oak tree charcoal. As the addition of oak tree charcoal increased, the lightness and redness became higher. When fermenting New Wild Grape Wine with mixing 1% of oak tree's sawdust or 3% of oak tree charcoal in oak tree barre, the taste became improved.

Monitoring of Pesticide Residues in Commonly Consumed Medicinal Agricultural Products (다소비 식·약공용농산물의 잔류농약 실태조사)

  • Hee-Jeong Choi;Yun-Sung Kim;Sang-Tae Kim;Nan-Joo Park;Yu-Mi Choi;Na-Young Yoo;Yoo-Li Han;Jeong-Hwa Seo;Jong-Sung Son;Myoung-Ki Park
    • Journal of Food Hygiene and Safety
    • /
    • v.38 no.3
    • /
    • pp.112-122
    • /
    • 2023
  • We assessed the pesticide residues in the medicinal agricultural products distributed in Korea. Pesticide residues in 72 samples were analyzed using the QuECheRS method for 339 pesticides, using GC-MS/MS and LC-MS/MS. The pesticide residues were below the maximum residues limit (MRL) in 42 samples (58.3%); however, they exceeded the MRL in 5 samples (6.9%). These included 43 types of pesticides; 20 fungicides and 23 insecticides were detected 75 times and 58 times, respectively. Tebuconazole and carbendazim were the most detected fungicides, each 11 times. The levels of acetamiprid, cadusafos, chlorpyrifos, flubendiamide, fluopyram, and triazophos exceeded the MRL in Gogi berry, Omija, and Reishi mushroom. All of them were positive list system (PLS) items that lacked pesticide residue standards. Therefore, authorities should monitor the distributed medicinal agricultural products.

Studies on the Germination Characters of Korean Ginseng (Panax ginseng C.A. Meyer) Seed (고려인삼종자(高麗人蔘種子)의 발아특성(發芽特性)에 관(關)한 연구(硏究))

  • Won, Jun Yeon;Jo, Jae Seong
    • Korean Journal of Agricultural Science
    • /
    • v.15 no.1
    • /
    • pp.47-68
    • /
    • 1988
  • This study was conducted to define the optimal conditions for embryo growth during seed stratification and for breaking dormancy as well as seed germination of stratified ginseng seeds. The experiments were also carried out to detect some materials which were expected to induce seed dormancy in the ginseng seeds. The results summarized as follows; 1. The growth of embryo during seed stratification was significantly inhibited by the existence of endocarp. The fastest embryo growth was resulted at $15^{\circ}C$ and an estimated optimal temperature for embryo growth was about $18^{\circ}C$. 2. There was no significant difference between the embryo growth and germination ratio of ginseng seeds which were sown in seed bed at Aug-5 without seed stratification and that of artificial seed stratification. 3. Embryo growth and germination ratio was significantly inhibited by high temperature treatment at $30^{\circ}C$ for 24 hours or respiration stress by immersing seeds in water for 10 days or more. 4. When the seed stratification was started at $10^{\circ}C$, growth of embryo in the ginseng seeds were almost stopped. But, when the seeds were stratified first at $20^{\circ}C$ for 50 days and next at $10^{\circ}C$ for 50 days, the embryo growth was significantly promoted compared with the embryo growth in the seeds which were stratified at $20^{\circ}C$ for 100 days. 5. The successive embryo growth after seed stratification was significantly accelerated at $10^{\circ}C$ but the seeds chilled at $5^{\circ}C$ for 100 days were resulted in the highest germination ratio as well as the shortest days for germination. 6. The successive embryo growth during chilling treatment and seed germination were significantly inhibited by immersing seeds in water just before chilling treatment or during chilling treatment and by interruption of chilling treatment with raising temperature to $20^{\circ}C$ for 20 days during chilling treatment. 7. The germination ratio of ginseng seeds which finished chilling treatment was highest at $10^{\circ}C$ and 62.5% was the estimated soil moisture for the best germination of ginseng seeds. The ginseng seeds were found to require high amount of oxygen for germination. 8. Only water soluble material in homogenized ginseng seeds showed a significant inhibiting effect on the seed germination of sesame, millet and soybean. Water soluble material dissolved from undehisced ginseng seeds showed stronger inhibiting effect on the seedling growth of sesame than material from dehisced ginseng seeds. Extraction temperature did not influence the inhibiting effect of the material dissolved from ginseng seeds on the seedling growth of sesame. 9. Water soluble materials dissolved from the berry pulps, leaves, fresh roots and dried roots also showed a significant inhibiting effect on the seedling growth of sesame. 10. Water soluble materials dissolved from the ginseng seeds, leaves and fresh roots showed a significant inhibiting effect on the germination of true fungi and the growth of spawn but the growth of phytopathogenic bacteria was not. 11. Among the water soluble materials dissolved from ginseng seeds, the materials of low molecular weight less than 3,000 were resulted a significant inhibiting effect on the seedling growth of sesame and the materials of high molecular weight also showed an inhibiting effect.

  • PDF

Brand Equity and Purchase Intention in Fashion Products: A Cross-Cultural Study in Asia and Europe (상표자산과 구매의도와의 관계에 관한 국제비교연구 - 아시아와 유럽의 의류시장을 중심으로 -)

  • Kim, Kyung-Hoon;Ko, Eun-Ju;Graham, Hooley;Lee, Nick;Lee, Dong-Hae;Jung, Hong-Seob;Jeon, Byung-Joo;Moon, Hak-Il
    • Journal of Global Scholars of Marketing Science
    • /
    • v.18 no.4
    • /
    • pp.245-276
    • /
    • 2008
  • Brand equity is one of the most important concepts in business practice as well as in academic research. Successful brands can allow marketers to gain competitive advantage (Lassar et al.,1995), including the opportunity for successful extensions, resilience against competitors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989). Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them. They reduce customers' perceived monetary, social, and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships. Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value of the product in consumers' minds. Mahajan et al. (1990) claim that customer-based brand equity can be measured by the level of consumers' perceptions. Several researchers discuss brand equity based on two dimensions: consumer perception and consumer behavior. Aaker (1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations. Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions: brand awareness and brand knowledge. Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Aaker, 1991, 1996; Blackston, 1995; Cobb-Walgren et al., 1995; Na, 1995). Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993; Kirmani and Zeithaml, 1993). Walters(1978) defined information search as, "A psychological or physical action a consumer takes in order to acquire information about a product or store." But, each consumer has different methods for informationsearch. There are two methods of information search, internal and external search. Internal search is, "Search of information already saved in the memory of the individual consumer"(Engel, Blackwell, 1982) which is, "memory of a previous purchase experience or information from a previous search."(Beales, Mazis, Salop, and Staelin, 1981). External search is "A completely voluntary decision made in order to obtain new information"(Engel & Blackwell, 1982) which is, "Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store."(Beales, Mazis, Salop, and Staelin, 1981). There are many sources for consumers' information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder's value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision process with its different levels of involvement and influencing factors has been widely accepted and is fundamental to the understanding purchase intention represent to what consumers think they will buy. Brand equity is not only companies but also very important asset more than product itself. This paper studies brand equity model and influencing factors including information process such as information searching and information resources in the fashion market in Asia and Europe. Information searching and information resources are influencing brand knowledge that influences consumers purchase decision. Nine research hypotheses are drawn to test the relationships among antecedents of brand equity and purchase intention and relationships among brand knowledge, brand value, brand attitude, and brand loyalty. H1. Information searching influences brand knowledge positively. H2. Information sources influence brand knowledge positively. H3. Brand knowledge influences brand attitude. H4. Brand knowledge influences brand value. H5. Brand attitude influences brand loyalty. H6. Brand attitude influences brand value. H7. Brand loyalty influences purchase intention. H8. Brand value influence purchase intention. H9. There will be the same research model in Asia and Europe. We performed structural equation model analysis in order to test hypotheses suggested in this study. The model fitting index of the research model in Asia was $X^2$=195.19(p=0.0), NFI=0.90, NNFI=0.87, CFI=0.90, GFI=0.90, RMR=0.083, AGFI=0.85, which means the model fitting of the model is good enough. In Europe, it was $X^2$=133.25(p=0.0), NFI=0.81, NNFI=0.85, CFI=0.89, GFI=0.90, RMR=0.073, AGFI=0.85, which means the model fitting of the model is good enough. From the test results, hypotheses were accepted. All of these hypotheses except one are supported. In Europe, information search is not an antecedent of brand knowledge. This means that sales of global fashion brands like jeans in Europe are not expanding as rapidly as in Asian markets such as China, Japan, and South Korea. Young consumers in European countries are not more brand and fashion conscious than their counter partners in Asia. The results have theoretical, practical meaning and contributions. In the fashion jeans industry, relatively few studies examining the viability of cross-national brand equity has been studied. This study provides insight on building global brand equity and suggests information process elements like information search and information resources are working differently in Asia and Europe for fashion jean market.

  • PDF

Service Quality, Customer Satisfaction and Customer Loyalty of Mobile Communication Industry in China (중국이동통신산업중적복무질량(中国移动通信产业中的服务质量), 고객만의도화고객충성도(顾客满意度和顾客忠诚度))

  • Zhang, Ruijin;Li, Xiangyang;Zhang, Yunchang
    • Journal of Global Scholars of Marketing Science
    • /
    • v.20 no.3
    • /
    • pp.269-277
    • /
    • 2010
  • 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 these five factors through exploratory factor analysis. The factors fit basically with the five elements, indicating the concept of five elements of service quality for the mobile communications industry. Second, service quality in mobile communications has both direct and indirect positive effects on attitudinal loyalty, with the indirect effect being produced through the intermediary variable, customer satisfaction. There are also both direct and indirect positive effects on behavioral loyalty, with the indirect effect produced through two intermediary variables: customer satisfaction and attitudinal loyalty. This shows that better service quality and higher customer satisfaction will activate the attitudinal to service providers more active and show loyalty to service providers much easier. In addition, the effect mechanism of all dimensions of service quality on all dimensions of customer loyalty is different. Third, customer satisfaction plays a significant intermediary role among service quality and attitudinal and behavioral loyalty, indicating that improving service quality can boost customer satisfaction and make it easier for satisfied customers to become loyal customers. Moreover, attitudinal loyalty plays a significant intermediary role between service quality and behavioral loyalty, indicating that only attitudinally and behaviorally loyal customers are truly loyal customers. The research conclusions have some indications for Chinese telecom operators and others to upgrade their service quality. Two limitations to the study are also mentioned. First, all data were collected in the Heilongjiang area, so there might be a common method bias that skews the results. Second, the discussion addresses the relationship between service quality and customer loyalty, setting customer satisfaction as mediator, but does not consider other factors, like customer value and consumer features, This research will be continued in the future.