主題遊樂園為提供休閒、娛樂與遊憩等多元化服務型態的一種休閒產業。在休閒產業中,企業形象是顧客在選擇購買對象時的重要參考指標,服務品質則是一項反映顧客評價以及競爭力的指標,而顧客關係管理對企業經營效率的影響也逐漸受到重視,易言之此三者將對顧客的滿意度與忠誠度產生影響。 因此,本研究以交通部觀光局登記有案的主題遊樂園之遊客為研究對象,利用配額抽樣法選取250份有效樣本,並採取線性結構方程模式(SEM),探討主題遊樂園的企業形象、服務品質、關係品質與顧客忠誠度等四者之間的關聯性。 研究結果顯示,主題遊樂園的企業形象不僅對顧客忠誠度產生正向影響,亦會透過服務品質、關係品質間接影響顧客忠誠度。同樣地,服務品質會直接正向影響顧客忠誠度,亦對企業形象、關係品質產生正向相關。關係品質亦正向影響顧客忠誠,且對企業形象與服務品質產生正向相關。因此,本研究針對主題遊樂園的企業形象、服務品質、關係品質與顧客忠誠度,所提出的研究架構與假設皆成立。意即研究顯示,遊樂園業者應致力於提升企業形象、服務品質與關係品質,進而提高顧客忠誠度以創造更大的商機。
Theme parks is the leisure industry types of diversified services about provide recreation, entertainment, recreation and so on. When customers choose the theme park for leisure, corporate image is an important indicator. service quality is a competitive indicator reflecting customer evaluation. In addition, customer relationship has received considerable attention among business organizations. In other words, That three construction may have some effects on customer satisfaction and loyalty. Thus, The research objects in this study is based on theme parks' customers in Tourism Bureau Ministry of Transportation and Communications. And choose 250 person to specimen to use quota sampling method. Then use the structural equation model (SEM) to explore the theme park’s corporate image, service quality, relationship quality, and customer loyalty. According to the research results, corporate image of the theme park not only directly influenced customer loyalty, but also indirectly affected customer loyalty through service quality and relationship quality. While service quality had a positive influence on customer loyalty, it was also positively related to corporate image and relationship quality. In addition, relationship quality not only positively affected customer loyalty, but also had positive associations with corporate image and service quality. To create greater profits, the owner of the theme park should find ways to enhance corporate image, service quality, and relationship quality, and subsequently increase customer loyalty.