The Research of the Relationship among Corporate Image, Service Quality, Relationship Quality, and Customer Loyalty In Theme Park.

• Main Authors: Chen, Chih Hsuan, 陳志軒
• Other Authors: Lee, Meng Hsun
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06884161106964625018

碩士 === 長榮大學 === 企業管理學系碩士班 === 99 === Theme parks is the leisure industry types of diversified services about provide recreation, entertainment, recreation and so on. When customers choose the theme park for leisure, corporate image is an important indicator. service quality is a competitive indicator reflecting customer evaluation. In addition, customer relationship has received considerable attention among business organizations. In other words, That three construction may have some effects on customer satisfaction and loyalty. Thus, The research objects in this study is based on theme parks' customers in Tourism Bureau Ministry of Transportation and Communications. And choose 250 person to specimen to use quota sampling method. Then use the structural equation model (SEM) to explore the theme park’s corporate image, service quality, relationship quality, and customer loyalty. According to the research results, corporate image of the theme park not only directly influenced customer loyalty, but also indirectly affected customer loyalty through service quality and relationship quality. While service quality had a positive influence on customer loyalty, it was also positively related to corporate image and relationship quality. In addition, relationship quality not only positively affected customer loyalty, but also had positive associations with corporate image and service quality. To create greater profits, the owner of the theme park should find ways to enhance corporate image, service quality, and relationship quality, and subsequently increase customer loyalty.