Research on Customer Service Quality and Satisfaction of the Leisure Fishing Industry: a Study of the Ke-Zi-Liao Fish Marketing Center

• Main Authors: Lin, Jhih-Wun, 林志汶
• Other Authors: Lin, Yeong-Shenn
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/65q4z7

碩士 === 國立屏東科技大學 === 農企業管理系所 === 104 === Abstract Student ID：N10350008 Total page：119 Title of thesis：Research on Customer Service Quality and Satisfaction of the Leisure Fishing Industry: a Study of the Ke-Zi-Liao Fish Marketing Center Name of Institute：Department of Agribusiness Management, National Pingtung University of Science and Technology Graduate date：June, 2015 Degree Conferred：Master Name of student：Lin, Jhih-Wun Adviser：Dr. Lin, Yeong-Shenn The contents of abstract in this thesis： This thesis is aimed to, under the module of service quality proposed by Parauraman, Zeithaml and Berry(abbr. P.Z.B.), and in the case of Ke-Zi-Liao Fish Marketing Center, study the relations between service quality and the customers’ satisfaction. By means of descriptive statistics, reliability analysis, factor analysis, t-test, One-way Analysis of Variance, correlation analysis and Multiple Regression Analysis, it can be concluded as follow: 1. The marketing center is considered to be in high intermediate level in service quality and customers’ satisfaction. 2. The diverse definition in service quality between genders. 3. The diverse definition in customers’ satisfaction among different professions. 4. Service quality poses significant influence on customers’ satisfaction, and, in all respects, they are positively influenced by each other. Besides the conclusion of this study, the advice is also made as follow: 1. The improvement in the advertising of the marketing center, especially on the Internet and publication. 2. Putting up the fishery information board including the fish auction information, which helps to spread fishery culture by making customers experience it in person. 3. Seminars on e-commerce, e-marketing can be held to develop a bigger market and elevate the profit. Keywords: Fish Marketing Center, service quality, customers’ satisfaction