| Summary: | 碩士 === 崇右技術學院 === 經營管理研究所 === 104 === ABSTRACT
Title: The Study of Service Quality, Customer Satisfaction and Revisiting–A Case of Keelung Miaokou Snacks
Pages: 94
School: Chungyu Institute of Technology
Department: Graduate Institute of Business Administration
Time: June 2016
Degree: Master of Business Administration
Student: Ming-yun Liang
Advisors: Dr. Yuan-Du Hsiao, Dr. Jung-Hui Liang
According to a survey done in 2014 by the Consumption and Trends for Tourism Bureau, MOTC for Taiwanese tourists, Number one tourist attraction is the "night market" and within that, the Keelung Miaokou is one of the most historic and most prominent. Therefore, how to increase both the service quality and the customer satisfaction of Keelung Miaokou to attract returning tourists becomes an important issue.
This study focuses on the survey done on the Keelung Miaokou, including service quality, customer satisfaction, and tourist revisiting intention, etc. Adopt convenience sampling for 400 surveys, return for 362, the effective return rate was 90.5%. The data was then analyzed using Descriptive Statistics, Reliability Analysis, Factor Analysis, Independent T-test, On-way Analysis of Variance, and Pearson’s Correlation Analysis. The main conclusions were: (a) Occupation and educational level part of a significant difference in Keelung Miaokou snacks service products. (b) Gender, age, occupation and educational level part of a significant difference in Keelung Miaokou snacks Customer Satisfaction. (c) Age and occupation, part of a significant difference in Keelung Miaokou snacks Revisit Intention. (d) There’s positively correlated between service quality and customer satisfaction. (e) There’s positively correlated between service quality and revisiting intension. (f) There’s positively correlated between customer satisfaction and revisiting intension. Future study recommendation: Can expand the scope, increase the research dimensions and add qualitative Research.
Keywords: Service Quality, Customer Satisfaction, Revisiting Intension.
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