本研究以命理館之顧客為例，探討服務品質、顧客滿意度與顧客忠誠度之間的因果關係，並考慮五個背景變項（性別、婚姻狀況、年齡、教育程度、職業）與三個構面的關聯性。採用問卷調查法蒐集受訪者自評資料，共計回收327份有效問卷進行統計分析。 樣本資料經分析後得知：15種差異性分析當中，只有一個達顯著水準，即不同性別的受訪者對於命理館服務品質的看法也不同，男性顧客的認同度顯著高於女性顧客；顧客忠誠度會受到服務品質與顧客滿意度的正向影響，解釋變異量達69.1%；顧客滿意度會受到服務品質的正向影響，解釋變異量達79.7%；顧客滿意度則會部分中介服務品質對顧客忠誠度的因果關係。 This study considered customers of a numerology hall as the research population to explore causal relationship between service quality, customer satisfaction and customer loyalty, and the association of the three mentioned constructs with five demographic variables including gender, marital status, age, education level and occupation. A questionnaire survey was conducted to collect data by asking respondents for self-evaluation. Totally 327 valid samples were applied for statistical analysis. The analysis results showed that only one of the 15 differences analysis was significant, that is, gender was related to service quality. For service quality, the mean value of male customers was higher than that of female customers. Customer loyalty was positively influenced by service quality and customer satisfaction, where totally 69.1% variation of customer loyalty was explained. Customer satisfaction was positively influenced by service quality, where totally 79.7% variation of customer satisfaction was explained. Customer satisfaction partially mediated the causal relationship between service quality and customer loyalty.
