| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士班 === 97 === In recent years, the rapid development of optical of Taiwan, intense competition, the industry in order to attract more customers, will strengthen their own enterprises and service marketing mix, hoping to make customers satisfied. Service quality and the impact of marketing mix is an important factor in customer satisfaction, according to academic studies, service quality may be an important key to business success, and service quality is measured by future customers, customer service is expected to feel the actual contrast future of the service quality of service measurement.
Parasuraman, et al. (1985) makes use of customer expectations and customer perception of the future definition of quality of service awareness. Therefore, this study was based on and extends the view that enterprises can be upgraded by the quality of service to strengthen customer satisfaction and customer satisfaction and further explore the relationship between customer loyalties. Therefore, this study was based on and extends the view that enterprises can be upgraded by the quality of service to strengthen customer satisfaction and service quality expectations of this study and the marketing mix of empirical research on customer satisfaction can provide the academic community and practice more help.
In this study, the assumption that service quality and customer satisfaction marketing mix will have a significant positive impact on customer loyalty and customer satisfaction has significant positive impact. In this study, the use of SPSS statistical software package for data analysis, based on research purposes and the need to test assumptions, to study the assumption of detection.
The empirical results show that service quality and customer satisfaction with marketing mix of significant positive impact on customer loyalty and customer satisfaction has significant positive impact. This study concludes with research findings, research limitations, the follow-up research proposals, as well as practical proposals.
Keywords: Marketing Mix, Service Quality, Degree of Customer Satisfaction, Customer Loyalty
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