服務品質、關係品質與顧客忠誠度關係之研究－以北部地區溫泉旅館為例

This purpose of this study is to discuss the relationships among service quality, relationship quality (trust, commitment, and customer satisfaction), and customer loyalty in the hot spring resort industry. The study surveyed the tourists by questionnaires in the north hot spring areas, Pei-Tou, Wulai, and Jiaosi in Taiwan. According the results, it showed the tourists in Pei-Tou perceived higher empathy treatment than the tourists in Wulai, and Jiaosi. Also, two service quality dimensions, active reliability and tangibility, directly influence trust, commitment, satisfaction, and customer loyalty. Furthermore, Structural Equation Modeling (SEM) with LISREL computer program was used to investigate the model containing service quality, relationship quality, and customer loyalty. Also, the study discussed if ”commitment” is the mediator in the above structure. The results of this study suggested that: First, service quality had direct effect on trust, commitment, customer satisfaction, and customer loyalty. Second, trust had direct effect on customer satisfaction. Third, commitment had direct effect on the customer satisfaction. Fourth, customer satisfaction had significant direct effect on the customer loyalty.