Influencing Factors on Customer Loyalty of Elderly Home Care Services at Yu Bei, Chongqing, China
คำสำคัญ:
Customer satisfaction, Perceived Value, Perceive Quality, Corporate image, Customer loyalty, Elderly, Home Care Serviceบทคัดย่อ
Community elderly care has emerged as the most suitable and sustainable model for elderly care in China. This approach not only reduces the burden of family caregiving but also keeps the elderly connected to social networks and community support. This study aims to explore the key factors influencing customer loyalty toward elderly home care services, examine the mediating role of corporate image between level of consumer fulfillment and customer loyalty, and investigate how the level of consumer fulfillment mediates the relationship between value as assessed by customers, perceived quality, customer expectations, corporate image, and customer loyalty of elderly home care services in Chongqing, China. A mixed-methods approach was employed for this research. The quantitative phase targeted elderly individuals who had previously used the services, with a sample size of 400 respondents. The qualitative phase involved in-depth interviews with 10 key experts in elderly home care services, selected by convenience sampling. Data collection tools included a structured questionnaire and an interview schedule. The data were analyzed using descriptive statistics and Structural Equation Modeling (SEM) with SMART PLS. The findings revealed that that customer loyalty toward elderly home care services in Chongqing was notably influenced by value as assessed by customers, perceived quality, and the ability of the services to exceed customer expectations. When these elements were met, customers were more likely to be satisfied, develop a positive perception of the service’s image, and return to use the services again. It was also found that corporate image played a mediating role between level of consumer fulfillment and customer loyalty. Furthermore, customer satisfaction mediated the relationship between value as assessed by customers, perceived quality, customer expectations, corporate image, and customer loyalty. Moreover, the study highlighted several models and theories related to service quality that could help enhance level of consumer fulfillment and foster loyalty in the context of elderly home care services.
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