This study discussed the present situation of service quality, customer satisfaction, and repurchase intention of swimming pool customers in Sanchong City of Taipei County, and compared the relationships among these three aspects under different population variables. The subjects of this study were customers of five swimming pools in Sanchong City, who were surveyed between March 1 and April 4, 2008. A self-designed questionnaire was used to survey the service quality, customer satisfaction and repurchase intention of pool customers. The following conclusions and suggestions were drawn from analyzing the 445 valid questionnaires using descriptive statistics, one-way ANOVA, canonical correlation analysis, and multiple stepwise regression analysis:
1. Service quality, customer satisfaction, and repurchase intention were only slightly above average due to the lack of initiation and assertiveness on the part of pool staff, as well as the inadequacy in facilities and lack of diverse management strategies.
2. The sex and age of customers, as well as the time of visit, frequency of visit, and travel time would affect how customers evaluate service quality; the sex of customers, as well as the time of visit, frequency of visit, average monthly cost and travel time would affect customer satisfaction.
3. Service quality was highly correlated with customer satisfaction; this was especially apparent when responsive factor on the part of pool staff was observed. Furthermore, tangible service quality influenced hardware facilities and management that matter to customer satisfaction.
4. Service quality and customer satisfaction significantly influenced repurchase intention of pool customers; specifically, pool management had the most influence on repurchase intention.
Based on the results of this study, a few suggestions can be made. Target customers should be those who are retired or semi-retired and live in the vicinity of the pool. Staff should undergo retraining to improve service, and marketing strategies should include more diverse and individualized products.