| Summary: | 碩士 === 明道大學 === 企業管理學系碩士班 === 106 === This study investigated the levels of service quality satisfaction and loyalty for customers of the Ribbon Museum Tour Factory in Taiwan, differences of customers' service quality satisfaction and customer loyalty with their background variables, relationships between service quality satisfaction and loyalty of customers and impacts of service quality satisfaction and loyalty of customers. Data collected from the Ribbon Museum Tour Factory in Taiwan. There were 400 samples in this study. Valid samples were 372. The valid return rate is 93%. The statistical methods for data analysis were be used including the descriptive statistics, t-test, One-way ANOVA, Pearson product-moment correlation, and stepwise multiple regression method. Results showed that the level of customers' service quality satisfaction and customer loyalty was positive. There were no significant differences of all groups with respect to demographic data in service quality satisfaction of customers and customer loyalty. Regarding the consequences of relationships between service quality satisfaction and loyalty of customers, the analyses suggested that there was a positive correlation between them. The service quality satisfaction also obtained statistically significant positive regression coefficients in the stepwise multiple regression analysis with regard to the effect variable.
|
|---|
