The Relationship among Perceptive Service Quality, Customer Satisfaction and Customer Loyalty-An Example of YWCA Marriage Fellowship

• Main Authors: Hsin-Yi Wang, 王欣怡
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/5ejn84

碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 96 === Recent years the marriage rate dropped year by year, According to the research, there are 40% above feminine said “they didn’t meet right familiar”. The reason people feel difficult to meet familiar are working sit and working place boundary seals. So the marriage rate drop down, and also the rate of foreign nation spouses get higher. One of the best ways to meet right familiar is join marriage fellowship. There are many organization and company holding marriage fellowship. YWCA is looking for a way to be the best in this field. Strengthen the quality of serving, meet customer''s demand, it is an important goal that an organization manages continuously forever to maintain customer''s loyalty, there are a lot of factors influencing customer satisfaction and loyalty, this research probes into the marriage fellowship participant to the relation between perceptive service quality, customer satisfaction and loyalty mainly. Takes advantage of this establishes set of effective weights standards, as the reference basis of planning of the future management strategy plan. Adopt the convenient way to sample and carry on questionnaire investigation, the 20 to 45 years old unmarried men and women participating in YWCA marriage fellowship, grant 245 questionnaires, total retrieves 233 effective questionnaires, 95% of rate of recovery. This research utilizes SPSS software, using factor analysis and linear regression to analyze the questionnaires. The result discovered affects of the customer satisfaction are perceptive service quality factor mainly is the tangible, the assurance and the reliability perceptive service quality. And it is that tangible, assurance, and the empathy perceptive service quality effects customer loyalty. Further discovered, customer satisfaction will to influence customer loyalty, so improve service quality and satisfaction are important way to influence customer loyalty. And also it is the important way where the organization manages continuously forever to pay attention to the customer satisfaction and loyalty.