| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 101 === This study adopted the statistics software of SPSS 17.0 to analyze and examine the hypothesis of the research. The data was analyzed by the statistics methods, such as descriptive statistics analysis, factor analysis, reliability analysis, t test, one-way ANOVA, correlation analysis and multiple regression. The purpose of this study was to explore the service quality, customers’ satisfaction and the customers’ loyalty of the Phalaenopsis stores in Kaohsiung City.
I. The conclusions of this study were as the following:
1. Service quality appeared to have significant positive impact on customers’ satisfaction.
2. Customers’ satisfaction appeared to have significant postive impact on customers’ loyalty.
3. Service quality appeared to have significant positive impact on customers’ satisfaction.
4. There was difference existed between different population variables and service quality, customers’ satisfaction and customers’ loyalty.
II. The suggestions of this study were as the following:
1. To strengthen the employees’ administration conception and professional knowledge as well as to reinforce the consistency of the service quality in order to elevate the customers’ satisfaction.
2. To realize the different hobbies of the customers and establish the customers’ database. Besides, manage the database effectively and strengthen the after-sales service.
3. As to the differentiation of the customers, realize their needs and characteristics of activities and to formulate effective marketing strategies.
4. To invite the experts and scholars with administration expertise to instruct the lessons of administration.
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