Empirical Study on service quality, customer satisfaction and customer loyalty analysis of W Art Museum by using PLS model

[[abstract]]本研究以位於台中市的W美術館為研究對象，藉由偏最小二乘（PLS）統計分析結合服務質量變量、滿意度變量及忠誠度指標構建的模型。本研究使用 Google 表格為 W 藝術博物館設計了一項客戶滿意度之調查。 本次問卷調查採用PLS對來店消費者實施問卷調查，有效樣本量為295。本研究論文利用SmartPLS-Algorithm對「結構模型路徑係數」及「PLS-Bootstrapping結構模型」進行路徑分析。由實證的結果顯示「服務品質」對於「顧客滿意度」的影響為正號且顯著，其整體效果皆為 0.874，t 值為31.3970， 達到統計的顯著水準；「顧客滿意?」對於「顧客忠誠?」之影響為正號且具顯著性， 整體效果為0.384, t 值為 2.948，也達到統計的顯著水準；「服務品質」對於「顧客忠誠?」之影響為正號且顯著，其整體效果為0.669，t 值為2.948，達到統計的顯著水準。本研究論文所建立之三項假說皆為成立。[[abstract]]This research takes W Art Museum in Taichung City as the research object and uses partial least squares (PLS) statistical analysis to build a model that combines service quality variables, satisfaction variables and loyalty indicators. This study used Google Sheets to design a customer satisfaction survey for the W Museum of Art. In this questionnaire survey, PLS was used to conduct a questionnaire survey on shoppers, and the effective sample size was 295. This research uses SmartPLS-Algorithm to perform path analysis on “structure model path coefficients” and “PLS-Bootstrapping structural model”. Empirical results show that: the impact of “service quality” on “customer satisfaction” is positive and significant, with an overall effect of 0.874 and a t value of 31.3970, reaching a statistically significant level; the impact of “customer satisfaction” on “customer loyalty” is positive and significant, the overall effect is 0.384, and the t value is 2.948, which is also a statistically significant level; the impact of "service quality" on "customer loyalty" is positive and significant, and its overall effect is 0.669, t value is 2.948, reaching a statistically significant level. The results indicated that the three hypotheses established in this research are all valid