| Summary: | 碩士 === 育達商業科技大學 === 企業管理所 === 99 === Service quality and loyalty marketing concepts in the field has always been a very hot topic, many of the industry all by improving service quality to maintain the customer loyalty for a higher profit, the university library, such as the ability to improve students' loyalty for the university libraries in order to enhance teaching quality and enhance the purpose of research results, this study focuses on the quality of university library services impact on loyalty, and whether there is an intermediary between variables.
Review the literature, this study proposed a study to examine the structure of service quality, brand image and loyalty, the correlation between variables, a questionnaire survey method a total of 527 questionnaires were issued, excluding invalid questionnaires, a total of 495 valid questionnaires, effective rate was 93.9%, through empirical studies show that: (1) service quality on loyalty has a positive impact; (2) Service quality has a positive impact on brand image; (3) brand loyalty has on the positive impact; (4) brand image can be used as service quality and loyalty between the intervening variables. So if they can strengthen the university library service quality, the students have to follow the library's brand image is improved, making students more recognition of services provided by the library to increase students' loyalty to the library.
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