A Study of Leisure Farm Service Quality Perception, Customer Satisfaction and Loyalty —A Case Study on Yilan County Shangrila Leisure Farm

• Main Authors: Hsiung Ming-Lee, 熊明禮
• Other Authors: Yang, Chih-Hsien
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/64015249735845339618

碩士 === 輔仁大學 === 體育學系碩士班 === 93 === The main purpose of the study was to find out the relation between the leisure farm service quality, customers satisfaction, and customers loyalty. The research date was from January to March in 2005. The research place was at Yilan County Shangrila Leisure Farm. There were 241 subjects selected by convenient sampling of the Yilan County Shangrila Leisure Farm. A research self-developed questionnaire, “Leisure Farm Service Quality, Customer Satisfaction and Customer Loyalty Scale” was used to collect data. T-tests, Pearson product-moment correlation, and stepwise regression were used to analyze the collected data. The results were：(a) The largest percentage of the subjects can be described as first time aged between 20 to 40 years old, living in north Taiwan with a college , traveling as a group arranged by traveling agency with tour coaches, as the main vehicle ; (b) The service quality perceived by the customer was significantly higher than what they expected ; (c) There was a significant negative correlation between service quality perception and customer satisfaction ; (d) There a signification negative correlation between customer satisfaction and customer loyalty ; (e) The “Boarding and Lodging”factor was the best predictor on customer satisfaction ; (f) The “Overall Experience”factor was the best predictor on Customer Loyalty ; and (g) The ”Care for Customer”factor was the best predictor on customer loyalty.