The objective of this research was to explore the relationship between service quality, relationship quality and customer loyalty. The sample frame was based on the visitors of Chi Mei Museum. Convenience sampling was used to conduct the survey for this research; 300 questionnaires were distributed and 267 of them were returned. Canonical correlation analysis and multiple regression analysis were used to analyze the data. The research findings are: Service quality, relationship quality and customer loyalty are significantly correlated. In addition, the impacts on service quality and customer loyalty are completely mediated by relationship quality. Finally, based on these findings, this study provided several recommendations on this museum and future research as a reference.