A study of the influence among Service Quality, Relationship Quality and Customer Satisfaction: an Example of Qionglin Township Farmers’ Association in Hsinchu County

• Main Authors: Liu, Yen-Chun, 劉宴君
• Other Authors: Ho, Li-Hsing
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/02547546508748023361

碩士 === 中華大學 === 科技管理學系碩士班 === 98 === Farmers’ Association is an organization to provide deposit account, agricultural product marketing, insurance and loan. In the recent year, customers’ knowledge is higher than few years ago, customer will demand for better service. For this reason, Farmers’ Association has to promote service quality to conform to customers’ requirements. The purposes of this study are (1) to explore the relationship among service quality, relationship quality and customer satisfaction of the farmers’ association. (2) to conduct the Farmar’s Accossiation customers’ satisfaction. (3) to provide the suggestion to manager to improve the business crisis. (4) to understand different customer groups have influence on service quality, relationship quality and customer satisfaction weather or not. This research conducted 400 questionnaires, and valid questionnaires were 319 samples. Questionnaires were analyzed reliability, ANOVA, one sample t test, regression analysis, correlation analysis and paired sample t test by SPSS for Windows 12.0 statistics software. The results of this research are as it follows: (1) Service quality has the significantly positive influence on customer satisfaction. (2) Different customer groups have the significantly positive influence on service quality importance, relationship quality agreement and customer satisfaction degree. (3)Service quality has the significantly positive influence on relationship quality. (4)Relationship quality has the significantly positive influence on customer satisfaction. (5) Customers are satifactiion with Famer’s Association’s service. (6)Farmers’s Assiciation should improve two items in service attitude dimension which is keep smile during provide service to customers and supply tea to customers voluntarily.