Jau-Shyong Wang, Lian-Chun Lee and Yen-Fen Cheng
In the recent years, the living standards of Taiwanese for leisure and recreation are improving. Demands on leisure activities and expectation on service quality of people are also getting higher. Leisure farming is the service industry with entry barrier. The keen competition in this industry can’t be avoided. Providing a high quality service environment is the key to have an advantage against other competitors. Only by providing customers a more satisfying service environment, the customer’s loyalty will be ensured. This study used the leisure farming consumers as research subjects. It obtained 191 valid questionnaires through internet and postal survey. Partial Least Squares (PLS) was used for data analysis. The results found that service environment of leisure farming, perceived value and tourism image has positive effect on customer satisfaction. It was also found that higher customer satisfaction will enhance customer loyalty.