SERVICE QUALITY, CORPORATE IMAGE, AND CUSTOMER SATISFACTION: EMPIRICAL EVIDENCE FROM POWER SUPPLY ENTERPRISE IN CHINA
Keywords:
service quality, corporate image, customer satisfactionAbstract
This study is designed to analyze the effects of service quality and corporate image on customer satisfaction within a power supply enterprise in China. The focus is on five components: service quality, tangibles, reliability, responsiveness, assurance, and empathy. The sample for this study was drawn from online questionnaires, with 380 customers of Guizhou's electric power companies in the Chinese province participating. The study employs multiple regression analysis and quantitative research methods to explore customer satisfaction, corporate image, and service quality. The first key finding underscores the positive effects of service quality on customer satisfaction. Tangibles, responsiveness, and empathy emerge as the significant factors influencing customer satisfaction, while assurance and reliability show no discernible impact. The second key finding highlights the positive influence of corporate image on customer satisfaction. In conclusion, this study underscores the pivotal role of corporate image and service quality in the electricity service sector. The researchers can suggest that company executives prioritize enhancing service quality to project a positive corporate image, boost customer satisfaction, and gain a competitive edge in the market.
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