休閒農場之服務品質、關係品質與顧客忠誠度之關聯性研究

The research of the relationship among service quality, relationship quality, and customer loyalty in leisure farms

在服務業的經營之中，服務品質是一項反映出顧客評價的指標。另外，企業推展關係行銷的概念已日漸成熟，且企業對顧客關係的經營，將影響顧客的滿意度與忠誠度。本研究旨在探討休閒農場之服務品質、關係品質，與顧客忠誠度之關聯性。文中利用消費者問卷蒐集資訊，並運用線性結構方程式探討三者之間的關係。研究結果顯示，休閒農場之服務品質會對顧客忠誠度產生直接的正向影響，亦會透過關係品質對顧客忠誠度產生正向影響。另一方面，休閒農場之關係品質對顧客忠誠度也會產生直接的正向影響，並透過服務品質對顧客忠誠度產生正向影響。由此可知，休閒農場業者必須同時提昇服務品質與關係品質，進而提高顧客忠誠度，藉此在同業的競爭當中建立優勢，以創造更大的利潤。

In the service industry, service quality is an index which reveals the quality assessments from. customers toward enterprises. Otherwise, the sense of relationship marketing in enterprises has becoming more mature. Indeed, the management of customer relationship will affect customer satisfaction and customer loyalty. This study explores the relationship among service quality, relationship quality, and customer loyalty in leisure farms. We collected information from consumers with questionnaires, and analyze these data by using leaner structural equation model. The results present that service quality has direct effects on customer loyalty, and also has effects, which is mediated by relationship quality, on customer loyalty. In the other hand, the results present that relationship quality has direct effects on customer loyalty, and also has effects, which is mediated by service quality, on customer loyalty. As we can see, the dealers of leisure farms have to promote their service quality and relationship quality at the same time, and then they can boost the customers' loyalty, take advantage in the competition to create more profit.