Study on the Factors Influencing Customer Loyalty in B2G Business

Objectives: To test the factors affecting customer satisfaction and loyalty in B2G business. Methods/Statistical analysis: The survey was given to soldiers operating special equipment and its results were statistically analyzed and utilized SPSS22.0 and AMOS 22.0 to conduct exploratory factor analysis and measurement model analysis. Findings: The results are as follows: First, it was found that product quality has a positive impact on customer satisfaction. Second, it was found that After Service and Before Service do not have any impact on customer satisfaction. Finally, it was found that customer satisfaction has a positive impact on customer loyalty. Improvements/Applications: The results of the study provide a perspective that a business dealing with the government should focus more on perfecting product quality than service.