Abstract:Measuring the key attributes of the services provided is necessary, but it is not sufficient for the improvement of customer satisfaction. This study develops and empirically tests a model examining the relations among attributes, benefits, customer satisfaction, trust, commitment, and customer behavioural loyalty, as relationship duration and product involvement
are used as controllable variables in a marketing system. Based on samples collected from PC School, one of the most renowned information
education services in Taiwan, the results show that relationship duration does have a positive influence on customer behavioural loyalty, and product involvement has positive effects on customer satisfaction.The findings also suggest that customers purchase information education services with specific benefits, all of which come with corresponding attributes, and hence result in dissimilar levels of customer satisfaction and homologous behavioural sequences.