| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班經營管理組 === 95 === National Dr. Sun Yat-sen was established to commemorate Dr. Sun’s centennial birthday in 1972. Now the memorial hall has turned into a multi-functional organization. It is not only a cultural asset, but also a wonderful place for citizens and visitors all over the world to see exhibitions, display artworks and hold seminars.
More and more attention has been paid to the service quality offered by National Dr. Sun Yat-sen Memorial Hall. The purpose of this study is to develop a scale used to evaluate the service quality, and then use the scale to investigate the relationships between service quality and customer satisfaction and customer loyalty.
Five constructs for service quality have been found. They are responsiveness, benefits, trustworthiness, availability and tangibles. Scales for the above subconstructs as well as customer satisfaction and customer loyalty have been developed with satisfactory reliabilities and validities. Empirical results have indicated that customer satisfaction completely mediates the relationships between responsiveness and customer loyalty and between tangibles and customer loyalty, and partially mediates the relationship between availability and customer loyalty. Managerial implications based on data analysis results have been discussed. Specific suggestions are given to help National Dr. Sun Yat-Sen Memorial Hall with improvement of customer satisfaction and customer loyalty.
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