顧客關係品質、幸福感對顧客忠誠度影響之研究—以台中大木塊生態教育農園為例

This study mainly researches the influence of relationship of relationship quality, well-being and customer loyalty about the consumers of the Ecological and educational farm. Questionnaire Survey method was adopted for data collection and analysis. Investigated persons are the consumers of the Big woods ecological and educational farm in Taichun. Questionnaires were sent out for 373 copies and 363 valid ones retrieved. SPSS v22.0 was applied to analyze those valid questionaires for the Validity & Reliability, Descriptive statistics, Analysis of Correlation, Regression Analysis, and Hierarchical regression analysis. The study found that the results are as follows: (1)The significant positive influence was formed between customer relationship quality and customer loyalty. (2) The significant positive influence was formed between customer relationship quality and well-being. (3) The significant positive influence was formed between well-being and customer loyalty. (4) Customer relationship quality has mediating effect on customer loyalty through well-being. At last, this study submits the following suggestions and managerment concepts. It is the businesses common target to pursuit more customer loyalty. However, for leisure industry, except to promote relationship quality, it should be let the consumers get more well-being as they enjoy the services. Consumers are more well-being and the customer loyalty will be more.