Study on the correlations among service quality, customer value, customer satisfaction, and behavioral intentions - using COSMED in Taitung city as an example

This study aims to probe into COSMED customers' cognitions of service quality, and the correlations among service quality, customer value, customer satisfaction, and behavioral intentions. A questionnaire survey was conducted from January 4 to 10, 2010. A total of 187 questionnaires were distributed, and 177 were returned; the valid return rate was 94.7%. Results showed that overall model fit can explain the actual observed data. Moreover, service quality positively influences customer value, behavioral intentions, and customer satisfaction; and customer value significantly and positively influences customer satisfaction. In other words, the higher the service quality, the higher the customer value, customer satisfaction, and behavioral intentions.