| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 104 === This study aims at exploring the influential relationships of service quality and satisfaction to loyalty, and samples the consumers who ever purchased sports-shoes in Kaohsiung area as research subject to conduct the questionnaire. And the study releases 350 copies of questionnaires in total and collects back 314 effective copies to reach 89.72% of effective collection rate. The data of effective copies proceeds with statistic analysis by SPSS 22.0 soft ware, including Descriptive statistics, Reliability and Validity analysis, Independent-sample t-test, one-way ANOVA, Pearson product-moment correlation and Multi-regression analysis, to further examine the hypotheses raised.
Empirical findings show that the relationships of service quality to satisfaction and loyalty all appear significantly and positively influential and that of satisfaction to loyalty also demonstrates significantly positive influence. These results indicate that if the brand dealers of sports-shoes can enhance the service quality, satisfaction and loyalty of consumers will be whereupon increased, and in the mean time, the increase of consumers’ satisfaction will simultaneously reinforce loyalty. As for background variables, different gender, age, and education express partially significant differences separately to service quality, satisfaction and loyalty.
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