The Casual Effects of Service Quality, Brand Image, Customer Satisfaction on Customer Loyalty in the Leisure Resort Enterprise

Owing to the growth of economic, people have more demand for leisure activities. How to improve customer's loyalty has become a key strategy for service management. The purpose of this study was, taking leisure resort enterprise as an example, to explore the casual relationships between service quality, brand image, customer satisfaction, and customer loyalty. A total of 300 subjects from Taiwan population were voluntarily participated in this study. The LISREL (Linear Structural Relationship) model verification results showed that the overall goodness-of-fit indices (GFI) was 0.952 and χ^2 was 128.639 (df = 95), which indicated an empirically good fit with the model. It was concluded that the service quality, brand image and customer satisfaction of leisure business have a direct relation with loyalty, and the service quality has an indirect effect on loyalty through customer satisfaction. These findings would be a reference for marketing management in the leisure enterprises.