| Summary: | 碩士 === 國立交通大學 === 企業管理碩士學程 === 98 === The major purpose of this research is to understand how the relationship marketing, service quality, customer satisfaction can influence customer loyalty. This research integrated with academic books and with related references has developed a relationship marketing, service quality, customer satisfaction and customer loyalty relationship and theory framework. The survey takes the tourists who are from Taiwan have visited one of Disney theme parks. The data collected from questionnaire investigation method by internet, probe into industry this relationship marketing, service quality, and customer satisfaction is it close of connecting with customer loyalty by way of Structural equation modeling.
The major findings of this study are summarized as following:
1. The service quality of theme park has an positive effect on customer satisfaction;
2. Increasing theme park’s customer satisfaction can build up customer loyalty;
3. There isn’t a significant, positive correlation between Relationship marketing and Customer Satisfaction.
4. The customer satisfaction of Tokyo Disneyland is better than the other Disney theme parks, but in relationship marketing, service quality, customer loyalty, there was no significant difference in these dimensions.
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