A STUDY ON THE SERVICE QUALITY, ORGANIZATIONAL SUPPORT FOR CUSTOMER, SUBJECTIVE NORMS, CUSTOMER SATISFACTION AND LOYALTY FOR NONPROFIT ORGANIZATION– CASE OF THE TAIPEI CITY YOUTH DEVELOPMENT OFFICE

• Main Authors: Shou-ying Li, 李秀櫻
• Other Authors: Pi-Chuan Sun
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/88g4qb

碩士 === 大同大學 === 事業經營學系(所) === 103 === This research focuses on the intention of continuing use of public service of non-profit organization. The relationships amone service quality, customer perceived support, subjective norms, customer satisfaction and loyalty are examined. The users of Taipei City Youth Development Office were the investigation subjective. A self-reporting survey was conducted and structural equation model was used to test research hypothesis. Besids, ANOVA was also used to test the effect of demographic characteristics. Totally, 334 useful respondents’ data was obtained and analyzed. The main findings of this research include: (1) service quality has positive influence on customer satisfaction, (2) both the customer perceived support and subjective norms have positive influence on customer satisfaction and customer loyalty, (3) customer satisfaction has positive influence on customer loyalty, (4) mediating effect of customer satisfaction between the relationship of service quality and customer loyalty is significant, (5) individual perception of service quality, customer perceived support, subjective norms, customer satisfaction and loyalty may be different due to demographic characteristics such as age, level of education and experience.