Abstract
This study aims to probe into COSMED customers’ cognitions of service quality, and the correlations among service quality, customer value, customer satisfaction, and behavioral intentions. A questionnaire survey was conducted from January 4 to 10, 2010. A total of 187 questionnaires were distributed, and 177 were returned; the valid return rate was 94.7%. Results showed that overall model fit can explain the actual observed data. Moreover, service quality positively influences customer value, behavioral intentions, and customer satisfaction; and customer value significantly and positively influences customer satisfaction. In other words, the higher the service quality, the higher the customer value, customer satisfaction, and behavioral intentions.
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