A Study on the Relationship between Customer Satisfaction and Customer Loyalty of Yinsherb Leisure Farm

• Main Authors: Yang Chi-Jen, 楊啟仁
• Other Authors: Cheng,Chiu-Kuei
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/17775869197612248115

碩士 === 國立屏東科技大學 === 農企業管理研究所 === 95 === This research is to study on the Relationship between customer’s satisfaction and customer’s loyalty of Yinsherb Leisure Farm. An object of study are visitors with Hualien’s Yinsherb Leisure Farm. The number of people is 400 to sample. The effective questionnaire is 384. Satisfaction is to constituent of “The psychology experiencing”, “Environment and view”,“Rest activity” and “Service quality”. Loyalty is to constituent of “Revisit the will” , “Recommendation will” and “A partiality for the degree”.Analysis is use to “Descriptive statistics”、“Reliability”、“Validity”、“ANOVA”、“Pearson product momemt correlation coefficient”、“LISREL”.A conclusion is: 1. There are significant in customer’s psychology experiencing in term of education degree, the job and travel character. 2. There are significant in customer’s environment and view in term of education degree , job , travel number of people and travel character. 3. There are significant in customer’s rest activity in term of ages , education degree , job , living in the place and travel character. 4. There are significant in customer’s service quality in term of ages , education degree , job , family's average monthly income , living in the place and travel character. 5. There are significant in customer’s revisit the will in term of education degree , job , family's average monthly income and living in the place. 6. There are significant in customer’s recommendation will in term of education degree , job , family's average monthly income and living in the place. 7. There are significant in customer’s a partiality for the degree in term of marital status , education degree and job. 8. Relation among the satisfaction and loyalty: (1)“The psychology experiencing”, “Environment and view” , “Rest activity” and “Service quality” have direct influences on satisfaction (2)“Whole satisfaction” and “Service quality” have direct influences on loyalty。“The psychology experiencing”, “Environment and view ”and “Rest activity” have indirect influences on loyalty. (3)“Service quality” has direct influences on loyalty, but “Service quality” have indirect influences on loyalty.