The effects of trust, perceived service quality, and corporate image on customer loyalty to china mobile in the dali city of china

Abstract

The main purpose of this study was to explore the factors that have an effect on customer loyalty to a telecommunication firm in the the Dali city of China. The target population of the study was consumers of China Mobile, living in Dali, Yunnan province, and spending a long time using the services of China Mobile. This research tool was questionnaire survey. The data was analyzed and evaluated by descriptive statistics including percentage, mean, standard deviation and the inferential statistics, multiple regression, was used to test the hypotheses. The results demonstrated that trust, perceived service quality, and corporate image had a statistically significant impact on customer loyalty.