A Study on The Customer Service Quality, Relationship Quality and Loyalty for Fireworks Festival PengHu 2010

• Main Authors: Yu-chen Chang, 張宇塵
• Other Authors: Zen-pin Lin
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/79968467689366462694

碩士 === 明道大學 === 產業創新與經營學系碩士班 === 99 === This study aimed to investigate the Fireworks Festival PengHu 2010, the background variables differences of tourists in the service quality, relationship quality and customer loyalty. The statistical analysis: 1. different gender in the service quality and relationship quality, male significantly higher than femals. 2. different age of tourists in the service quality, 31-40 years were significantly higher than 20 years; in the relationship quality, 31-40 years were significantly higher than 20 years and 21-30 years. 3. tourists with different educational levels in loyalty, the high school were significantly higher than the University. 4. tourists of different occupations in the relationship quality, engineering (Business) industry and services and freedom industry were significantly higher than students; in loyalty, services and freedom industry were significantly higher than agriculture and fisheries. 5. different monthly income of tourist, 40-60 thousand dollars were significantly higher than following of 20 thousand dollars. 6. the different residence tourists in the relationship quality, central and southern regions were significantly higher than islands region. 7. comparative analysis of predictive power in the tourist service quality, relationship quality and customer loyalty, Relationship quality was significantly into the regression equation, the F = 53.559 (p <.05) and R2 = 0.212, this equation can explain that loyalty explained variance was 21.2% in Fireworks Festival PengHu, the highest explanatory of explained variance in the relationship quality. These results provide the organizers and future research references.