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Table 7. Summary of hypothesis testing results
Hypotheses
Results
H
1
: Relationship quality positively influences loyalty. (F2
F1)
Supported
H
2
: Expertise positively influences relationship quality. (F3
F2)
Not supported
H
3
: The relational selling behavior positively influences relationship quality.
(F4
F2)
Supported
H
4
: Perceived network quality positively influences relationship quality. (F5
F2)
Supported
H
5
: Service recovery positively influences relationship quality. (F6
F2)
Supported
H
6
: Gender moderates the influence of relationship quality on loyalty.
Supported
H
7
: Gender moderates the influence of expertise on relationship quality.
Not supported
H
8
: Gender moderates the influence of relational selling behavior on relationship
quality.
Supported
H
9
: Gender moderates the influence of perceived network quality on relationship
quality.
Supported
H
10
: Gender moderates the influence of service recovery on relationship quality.
Not supported
influence relationship quality and loyalty. This
study finds that relationship quality significantly
and positively influences loyalty, while relational
selling behavior, perceived network quality,
and service recovery simultaneously influence
relationship quality. This study offers additional
support for Bhattacherjee's (2001) contention that
user satisfaction with an IS determines continu-
ance intention. Moreover, the present results also
support the findings of Bagozzi (1995) and Kang
and Ridgway (1996), who argued that customers
feel obligated to reciprocate the investments of
sellers in a seller-buyer relationship by increasing
their loyalty to the seller. This finding implies
that investment in customer relationship quality
benefits service providers in the form of increased
loyalty. Additionally, the findings of this study
indicate that IT service providers should real-
ize the importance of service-related factors,
including relational selling behavior, perceived
network quality, and service recovery, in shaping
relationship quality.
Whatever trouble service providers take to
increase relationship quality and loyalty, the ef-
fects of their efforts remain subject to the influence
of customer gender. Although the path between
expertise and relationship quality do not differ
significantly between the male and female groups,
most of the test results have critical implications
for IT service practices.
A stronger link between relationship qual-
ity and loyalty in the male group (H
6
) indicates
that males are more likely to switch brand im-
mediately in response to declining relationship
quality. Such a phenomenon may be caused by
the intrinsic male traits, as evidenced by the use
of strongly aggressive actions to resolve conflict
or dissatisfaction (Costa, 1994; Fischer & Ar-
nold, 1994; Scherhorn, Reisch, & Raab, 1990).
Therefore, agents must put increased emphasis
on market surveys on perceived relationship qual-
ity, particularly for male customers. Once male
customers perceiving low relationship quality are
identified, agents should visit them immediately
to understand the problem and to strengthen their
confidence regarding perceived network quality
and service recovery via a detailed introduction
of product advantages, since male customers who
trust and are satisfied with their ISP undoubtedly
will stick to the same ISP longer and more actively
broadcast positive messages via word of mouth.
Of course, it would be inaccurate to say that the
influence of relationship quality on loyalty does
not matter for all females. However, research on
gender stereotypes has discussed that acting so
violently to external events often violates femi-
nine gender role norms (De Beauvoir, 1952; Flax,
1983), and therefore, the influence of females'
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