棒壘球打擊場消費者知覺服務品質對顧客忠誠度之影響──探討滿意度的中介效果

The Effect of Baseball and Softball Batting Field Customer’s Perceived Service Quality on Customer Loyalty: the Mediating Effect of Satisfaction \

目的：本研究的目的探討滿意度在服務品質與顧客忠誠度之間的中介效果。方法：本研究以台中市大魯閣棒壘球打擊場382位顧客為研究對象，其中男性包括262位、女性包括120位。本研究使用工具為「服務品質量表」、「滿意度量表」和「顧客忠誠度量表」。並將所蒐集的資料以描述統計和結構方程模式進行探討。結果：研究結果發現：（1）服務品質可以有效地預測滿意度。（2）滿意度可以有效地預測顧客忠誠度。（3）滿意度在服務品質與顧客忠誠度之間扮演完全中介的角色。結論：滿意度在顧客忠誠度上扮演一個重要的角色，且服務品質對於顧客忠誠度的影響會受到滿意度的中介。 Purpose: the purpose of this study was to investigate the mediating effect of satisfaction between service quality and customer loyalty. Methods: There were 382 customers drawn from Taroko Batting Field of Taichung City (262 males and 120 females). All the participants were administered with Service Quality Inventory, Satisfaction Inventory and Customer Loyalty Inventory. The collected data were analyzed by descriptive analysis and Structural Equation Modeling. Results: The findings were as follows: 1.The service quality could validly predict satisfaction. 2. The satisfaction could validly predict customer loyalty. 3. The satisfaction play as a full mediator between service quality and customer loyalty. Conclusion: The satisfaction was an important factor of customer loyalty. The effect of service quality on customer loyalty will be mediated by satisfaction.