Effects of Service Quality and Shared Value on Trust and Commitment: An Empirical Study of 3Cs Product Customers in Taiwan

The convergence of computer, communications, and consumer electronics (3Cs) technologies, catalysed by advancement of protocol standards, has forced three previously separate retailing industries to integrate their business operations, such as consolidation of retail outlets. This provides an unprecedented level of convenience for consumers to work, shop, and network with each other. To survive in this highly competitive market, companies in the 3Cs retail industry in Taiwan are adopting innovative marketing strategies and aggressive promotion campaigns to strengthen their customer relationships. From the consumer point of view, lying at the core of customer relationship management are such notions as commitment, trust, and value. This study examines the effect of service quality on customers' trust in and relationship commitment toward the service-providing company. The role of shared value as a mediating factor is also examined. Three findings are revealed: (I) Service quality significantly impacts trust and trust significantly impacts relationship commitment; (2) Service quality impacts relationship commitment indirectly through trust; and (3) Shared value significantly impacts both trust and relationship commitment.