Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
216
CUSTOMER RELATIONSHIP MANAGEMENT TECHNOLOGY AND CUSTOMER LOYALTY: AN 
EMPIRICAL STUDY ON THE QUALITY-VALUE-LOYALTY CHAIN MODEL 
Hee Seok Lee 
The Pennsylvania State University 
University Park, PA, USA 
and 
Carolyn U. Lambert 
The Pennsylvania State University 
University Park, PA, USA 
ABSTRACT 
The main objective of this study was to empirically test the Parasuraman and Grewal’s Quality-Value-
Loyalty chain model in a restaurant context. Survey participants were asked to evaluate service quality after reading 
scenarios describing a restaurant experience where customized services were provided through information 
technology and a restaurant experience without customized services. The principal finding was that participants 
evaluated service quality in the customized service setting higher and the assurance factor had a positive linear 
relationship with attitude toward personal information utilization by a service provider. Also, perceived value was 
found to be a partial mediator between service quality and loyalty.