| Abstract: | With the aid of PZB service quality model, the study investigates the relationships among service quality, customer satisfaction and customer loyalty of tea shops. The subjects chosen to participate in this survey are junior high and senior high school students in Miaoli County. 412 questionnaires are completed, using the 5-point Likert scale ( starting with 1- strongly disagree, 2-disagree, 3-neutral, 4-agree, and 5-strongly agree). The collected data is analyzed with descriptive analysis, one-way ANOVA, Pearson’s correlation, and multiple regression analysis on SPSS. From the research findings, the following conclusions are obtained：
The mean value of service quality, customer satisfaction and customer loyalty is 3.86, 3.87 and 3.63 respectively which means there is still room for improvement concerning the three variables above.
Service quality positively influences customer satisfaction. Customer satisfaction positively influences customer loyalty. Service quality positively influences customer loyalty. However, among all fivefold dimensions of service quality, not each of them has a significant impact on the overall customer satisfaction and customer loyalty.
In terms of demographic variables, gender, education level and monthly pocket money are found to have partial significantly positive correlations with service quality, customer satisfaction and customer loyalty.
Based on the findings above, suggestions are proposed to related tea shop management for reference. |
