This is a review of the literature review study, A Study of Service Quality, Customer Satisfaction and Loyalty in Taiwanese Leisure Industry as published in The Journal of American Academy of Business in March of 2006.
The independent variable in this study was the age and marital status of those who visited Yueh-Mei Sightseeing Sugar Mill in Taiwan. The dependent variable of the study was the scores for service quality, customer satisfaction and loyalty that they registered on the questionnaires.
The hypothesis of the study was that the age and marital status would have an effect on the satisfaction ratings of service quality, customer satisfaction and loyalty. The null hypothesis of the study was that the demographics mentioned would not alter the results of the questionnaire. Upon the pre-test analysis it was determined that the null hypothesis could be rejected and there was significant difference between the results of the questionnaires as related to the demographics of the respondents. The overall hypothesis as related to the assessment of impact of the questionnaires was if there was a connection between customer satisfaction and loyalty.
The purpose of the study was to find a relationship among service quality, customer satisfaction and loyalty. This study was done so procedures could be created to improve the quality of the leisure industry and help make decisions in investment and development strategies.
This study was completed using a questionnaire method administered to visitors of Taiwan that visited the Yueh-Mei Sightseeing Sugar Mill. This questionnaire was created to assess service quality, customer satisfaction and loyalty. Each dimension was measured on numerous factors including: tangibles, such as employee’s or facility’s appearance, reliability, including product quality and questions being answered, responsiveness, including sales people and employee’s behavior, assurance, including prices and salesperson’s understanding, and empathy, encompassing the attitude of the employees and salespeople.
Customer Satisfaction was measured in two different ways. The first measured by single item method, each answer on the questionnaire that related to customer service were added together and a single overall satisfaction score was created. It was also measured as a multiple item method, a general scale assessing the satisfaction level by summing numbers of all responses together. Customer loyalty was assessed by the inquiry of whether the respondents would repurchase their item or recommend the item to others.
The questionnaire was composed of 21 questions and was distributed to 200 people with 182 responding. This equates to a 91% respondent rate. The questionnaire was pre-tested with 40 questions to determine validity and clarity of questions. There were 30 questions retained that had a correlation factor score for reliability of .9078, actual satisfaction of .8542 and loyalty of .7124. This indicated that these items were independent of each other and that the questions accurately elicited a response from the questionnaire respondent that was correlated to their actual experience and feelings on the subject. This determined the questionnaire to be reliable; it was eventually narrowed further to the 21 questions actually used in the study.
The results were found to be significant and indicated that age and marital stats did have a significant affect on the overall satisfaction as evaluated by the factors of service quality, customer satisfaction and loyalty. It indicated that married people were more satisfied than single people and that those aged 41-50 years were more satisfied that any other age groups in the study.
It is proposed that those married often bring their families with them and therefore are more likely to note the service they receive while on vacation. It is further proposed that those people aged 41-50 had independent children with more time for leisure and were much more interested in the service they receive while on vacation.
Reference:
Chang, H. (2006). A study of service quality, customer satisfaction and loyalty in Taiwanese leisure industry. Journal of American Academy of Business, 9(1), 126-133.
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