| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所在職專班 === 99 === The tourism and leisure industry has become one of the vital and strategic industries in the nation’s development. If tourism and leisure can improve customer satisfaction while promoting service quality , it can be efficient in building stronger customer loyalty ,winning new customers and keeping existing customers coming back. Therefore , the purpose of this research is to explore and discuss various major influence of service quality and the effect of customer behavior’s intention depending on customer satisfaction. The research is also to explore and analyze the variation of behavioral intentions through the service quality and personal characteristics of a recent management model. Take a case study of Nan Yoan Garden Resort Farm at Lioujia area, Tainan City. The study uses open-ended questionnaire, purposive sampling and convenience sampling to collect date from visitors at Nan Yoan Garden Resort Farm and does an empirical study. The analysis results indicate:
(1) Service quality has a significant positive effect upon customer satisfaction.
(2) Service quality has a significant positive effect upon customer loyalty.
(3) Customer satisfaction has a significant effect upon customer loyalty.
(4) Personal characteristic has no significant correlation on customer loyalty, despite that one intervening variable, personal income, has a slightly positive effect on customer loyalty.
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