| Summary: | 碩士 === 明道大學 === 產業創新與經營學系碩士班 === 102 === The customer satisfaction and loyalty of the soy sauce tour factory in Taiwan
Graduate Student：Ching-Ming Lin
Advisor：Mei-Hui Lin Ph.D.
Yi-Shin Lin Ph.D.
Abstract
Factory tours are another method of adding value through innovative services of traditional industries to provide tourists with local culture, industry knowledge, and recreation. If factory tours can provide tourists with an entirely new experience full of depth and the best service, this will surely increase customer satisfaction and loyalty levels.
An analysis of differences for customer’s satisfaction of service quality and customer loyalty, and an investigation of the relationships between customer’s satisfaction of service quality and customer loyalty would be done in further. A questionnaire of the " Customer’s Satisfaction of Service Quality and Customer Loyalty " were employed as a research instrument. Samples of 400 the formal questionnaire were be chosen with the purposive sampling from customers of the soy sauce tour factory. The statistical methods for data analysis were be used including the average, standard deviation, t-test, One-way ANOVA, Scheffé afterwards comparison analysis, Pearson product-moment correlation, and stepwise multiple regression. The conclusions of this study are as follows. A proposal of the current conditions of customer satisfaction and loyalty levels in current soy sauce factory tours of Taiwan.
1. The customer’s satisfaction of service quality and customer loyalty degree in this study are high.
2. The customer’s satisfaction of service quality and customer loyalty for customers are different backgrounds with gender and monthly income.
3. For customers with a high degree of service quality would have a higher degree of customer loyalty of customers.
4. The customer loyalty were be predicted by empathy, reliability and assurance of customer satisfactions.
Key words: Customer’s satisfaction, Customer loyalty
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