A Study on the Relationship of Service Qualityˋ Customer Satisfaction and Brand Image : An Example of Tsou-Ma-Lai Farm
碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 99 === Abstract This research was to investigate whether Service Quality, customer satisfaction, and tourist characteristics would affect brand image. An empirical study was conducted to test the model by selecting the consumers who have been to Tsou-Ma-Lai Farm. 4...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/99082726615040754926 |
| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 99 === Abstract
This research was to investigate whether Service Quality, customer satisfaction, and tourist characteristics would affect brand image. An empirical study was conducted to test the model by selecting the consumers who have been to Tsou-Ma-Lai Farm. 450 confirmatory surveys were collected.
Through the statistic analysis, the following findings were conducted:1.There was a significant impact of some statistical population variables on service quality, customer satisfaction, and brand image of Tsou-Ma-Lai Farm. 2.There was a significant impact of service quality on customer satisfaction of Tsou-Ma-Lai Farm. 3. There was a significant impact of service quality on brand image of Tsou-Ma-Lai Farm. 4.There was a significant impact of customer satisfaction on brand image of Tsou-Ma-Lai Farm. 5. Customer satisfaction served as mediating variable between impact of service quality and brand image of Tsou-Ma-Lai Farm.
Keywords: Perceived service quality、Customer satisfaction and Brand image
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