Exploring the Mediated and Moderated Effects of Operator Service Quality on Customer Retention: Evidence from Taiwan’s Mobile Market

Abstract

The goal of this research is to explore how service quality affects perceived value and customer retention by adding the effects of the Big Five personality traits on the five Taiwan-based mobile service providers. The study analyzes the data by applying structural equation modeling (SEM) from 620valid questionnaires surveyed in the greater Taipei region. The empirical results corroborate that the direct effect of SQ (service quality) is positively related to PV (perceived value), and PV is positively related to CR (customer retention).The PV positively mediates the relationship between the SQ and CR. For the indirect effect of SQ-PV-CR by adding the Big Five personality traits factor we observe a partial moderated effect. The strategic implications for the mediator of perceived value and the moderator of customer personality traits contribute to scholarly advancement of knowledge and the state of managerial practice.