Title: The impact of perceived hidden inflation on service quality-customer brand loyalty: mobile phone service in Taiwan

Authors: Sheng-Wen Liu

Addresses: Department of Marketing Management, Transworld University, Yunlin 1211, Taiwan

Abstract: The purpose of this study is to examine the moderating role of perceived hidden inflation on the relationships between service quality, brand trust, attitude, and brand loyalty. All data collected from the target population were analysed through two-step structural equation modelling (SEM) and moderated multiple regression (MMR) to examine the hypotheses. 1050 questionnaires were randomly distributed at 21 telecommunication service stores in Taiwan. As a result, findings indicated that service quality has no direct impact on behavioural loyalty but it has a significant indirect impact on behavioural loyalty through a brand trust or attitudinal loyalty. Moreover, findings identify perceived hidden inflation as the moderating role in the service quality-brand trust-brand loyalty chain.

Keywords: hidden inflation; brand loyalty; service quality; brand trust.

DOI: 10.1504/IJSCM.2018.091607

International Journal of Strategic Change Management, 2018 Vol.7 No.2, pp.160 - 173

Received: 01 Oct 2016
Accepted: 23 Jun 2017

Published online: 08 May 2018 *

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