| Summary: | 碩士 === 大葉大學 === 企業管理學系碩士班 === 107 === ABSTRACT
Modern leisure farms have combined the resources of restaurants, entertainment, education, etc., and have escaped the stereotypes of many people on traditional leisure farms. The main reason is to attract more people to visit the city with diversity and integrity. It is todays fierce competition between peers and different industries. The purpose of this study, namely that leisure farms in Taiwan as an object, explore its service quality, servicescape, customer satisfaction and customer loyalty, in order to understand the different variables related to the degree of influence, while working in the industry can provide on the reference. A total of 347 valid questionnaires were retrieved in this study. After the analysis of statistical tools, the results showed that the service quality of leisure farms was significantly positively correlated with customer satisfaction; the servicescape was significantly positively correlated with customer satisfaction; customer satisfaction and customer loyalty have significant positive correlation. As a result of the service, the results of this study validate the relationship between interactive marketing and long-term profitability. Therefore, for the leisure farm operators, Service quality and servicescape, if there is a certain level and characteristics, it will definitely improve the customer satisfaction and customer loyalty of the leisure farm. In sum, owners of the leisure farm need to be aware that service quality improvement and servicescape features enhancement will be the key to their competitiveness.
Keywords: Leisure Farms, Service Quality, Servicescape, Customer Satisfaction , Customer Loyalty
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