| Summary: | 碩士 === 長榮大學 === 經營管理研究所(在職專班) === 95 === With the economic development rise, service industry grows extremely fast and become more important day by day. By the reason, industry has also faced the formidable competitive pressure. Therefore, how to provid satisfied service quality for customers has already become the main point of industry.
The self-service type KTV industry belongs to service industries, which special characteristics (like invisible and indivisible) cause customers to feel unsounded and dubitable easily. This is so-called perceived risk. Oppositely, if the industry could keep good quality relitation with their customers, usually may reduce customers’ perceived risk. Thus, establishes the good relation with their customers is to become the important matter for the industry. Therefore, in order to keep customer loyalty, the industry should elevate the service quality, keed good relationship quality with customers and reduce customers’ rerceived risk.
In this research, there were 154 effective questionnaires returned among 600 questionnaires distributed to the six self-service type KTV in Tainan City. The data were analyzed by a variety of statistical methods, such as descriptive statistic, factor analysis, validity analysis﹐reliability analysis, correlation analysis, regression analysis, t-test and ANOVA, and LISREL etc. The conclusions of this research are：
1. Consolidating 「Empathy」and「Assurance」of service quality could increase relationship quality and customer loyalty.
2. High perceived「Social Risk」would lower customers’ loyalty.
3. Consolidating service quality and relationship quality couls reduce rerceived risk and increase customer loyalty.
4. There are outstanding differences of customer characteristics on each variable, beside the「Monthly Average of consumption time」.
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