| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 104 === Along with the increasing number of service industries, highly competitive overall environment, the change in times and the advancement of technologies, the improvement of living standards and self-consciousness, the service standard of the accommodations quality will be gradually increased in the future trend. Hence, this research will be basing on the proposal of Parasuraman, Zeithaml and Berry (1988), which is the service quality model and SERQUAL scale as our basis for HUIYU Architecture Company to set up a survey about public facilities design and planning from the collective householders in central Taiwan. By choosing the householders from the communities which they built as this studies research object, and letting public facilities function – “Life Auditorium” as the research theme.
We are expecting to make a thorough inquiry on the setting service quality of the community public planning which according to our householders, residential households’ loyalty, and the influence of their company brand equity to understand the situation. By using the SPSS software in this study, we have collected 219 valid samples for analysis.
Empirical results shows that different populations’ background brings some significant effect in the quality of Life Auditorium planning services, loyalty and willingness to buy, simultaneously with the quality of Life Auditorium planning services bring loyalty and brand equity a positive effect, and yet customer loyalty also brings a positive impact for the brand equity. Lastly, according to our study on finding the proposal of management recommendations as well as our future reference for academic marketing research.
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