| Summary: | 碩士 === 臺北巿立體育學院 === 休閒運動管理學系碩士班 === 99 === This study discussed the difference in demographic background variables of sports center on the service quality, customer loyalty and behavior intention, and compared the relationships among sports center service quality, customer loyalty and behavior intention. It used service quality predicted customer loyalty and behavior intention, customer loyalty predicted behavior intention . In this study had 500 questionnaires in Sports Center, recovery rate had 85%. Used purposive sampling method, Wu (2005) service quality questionnaire, Lin(2005) loyalty questionnaire and Ding (2008) behavior intention questionnaire as a research tool, including 41 questions in three scales. The following conclusions and suggestions were drawn from analyzing the 427 valid questionnaires using descriptive statistics, one-way ANOVA, t-test, Person’s correlation and stepwise regression analysis: 1. The majority groups were student in sports center, the majority education groups were uiniversity, the majority age groups were 21-30 years old . 2. Frequency and used time were different on the service quality and customer loyalty, it had significantly different. 3. Service quality and customer loyalty had relevance, in these section, they had high degree relationship in reliability and emotional factors. 4. Service quality could predict customer loyalty, customer loyalty can predict behavior intentions, service quality could predict behavior intentions.
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