The Study on the Package Tour for Service Quality and Customer Satisfaction — A Case Study on Xioliuchiu

[[abstract]]This study is to ascertain the relationship between the service quality and the customer satisfaction in terms of the package tour. The main purposes of the study are to understand whether the customers’ population statistic variables influence the service quality, whether the customers’ population statistic variables effect the customer satisfaction, and what is the relationship between the service quality and the customer satisfaction in terms of the package tour. A survey method is conducted in this study. The target participants are the people who just spent their package tour and came back to Donggang by ferryboat. The target participants were asked to finish the questionnaire to allow the researcher to obtain the data required. The conclusion of the study will be made in three aspects. First, in the aspect of the service quality, there are significant differences while considering the customers’ age, marriage status, education level, occupation, and the source of the tour information. Second, in the aspect of the customer satisfaction, there are significant differences only in consideration of the customers’ age. Finally, according to the results of the study, it indicates that the service quality has a significant and positive impact on the customer satisfaction, which reveals when good services are provided, good customer satisfaction will come into being. Based on the results of the study, implications and suggestions will be made for both who work in Xiuliuchiu tour industry and who want to conduct further study in the future