These days, as all telecommunication service corporations have been in a fierce competition, we rapidly enter into the society of service quality. Service quality is one of the most important factor of competitive advantage for business and relationship marketing is especially increasingly being recognized by corporations in the world as a path to profitability and growth of business in recent years.
Such service quality has a strong connection with relationship quality that represents the level of customer's needs and furthermore, they are involved in long-term relationship orientation such as continuous relationship with customers, the goal of corporations, an increase in sales and etc. Especially, as food-service corporations provide direct service to customers in customer relationship, the necessity of related studies is more emphasized.
Under the circumstances, this study attempted to examine the influence of service quality on relationship quality and long-term relationship orientation. Business customers that use telecommunication services were selected for this study and the process that service quality reached long-term relationship orientation was analyzed..
It is meaningful that this study explore the effects of service quality on relationship quality and long-term relationship orientation and through theological researches, physical facilities quality, interrelation quality, core service quality were the the major components of service quality. In addition, relationship quality consisted of factors from the perspective of customer satisfaction and trust, and long-term relationship orientation drew components in continuous purchase intention and word of mouth intention.
The results of this study ard summarized as follows ;
First, the service quality was verified to have a positive influence on relationship quality.
Second, it was verified that relationship quality had a positive influence on long-term relationship orientation.
According to the results of this study, telecommunication service corporations should seek differentiated and various service strategies to maximize the long-term relationship orientation with customers. In addition, they should develop consistent service plans to meet business customer's needs and raise business customer's trust towards telecommunication service corporations by improving the service quality.
The results of this study are expected to help telecommunication service corporations seek service quality management as an empirical study that analyzed the effects of service quality on relationship quality and long-term relationship orientation.