Customer satisfaction is the key factor for successful and depends highly on the behaviors of frontline service providers. Customers should be managed as assets, and that customers vary in their needs, preferences, and buying behavior. This study applied the Taiwan Customer Satisfaction Index model to a tourism factory to analyze customer satisfaction and loyalty. We surveyed 242 customers served by one tourism factory organizations in Taiwan. A partial least squares was performed to analyze and test the theoretical model. The results show that perceived quality had the greatest influence on the customer satisfaction for satisfied and dissatisfied customers. In addition, in terms of customer loyalty, the customer satisfaction is more important than image for satisfied and dissatisfied customers. The contribution of this paper is to propose two satisfaction levels of CSI models for analyzing customer satisfaction and loyalty, thereby helping tourism factory managers improve customer satisfaction effectively. Compared with traditional techniques, we believe that our method is more appropriate for making decisions about allocating resources and for assisting managers in establishing appropriate priorities in customer satisfaction management.

This study demonstrates how a decision-making trial and evaluation laboratory (DEMATEL) threshold value can be quickly and reasonably determined in the process of combining DEMATEL and decomposed theory of planned behavior (DTPB) models. Models are combined to identify the key factors of a complex problem. This paper presents a case study of a food and beverage information system as an example. The analysis of the example indicates that, given direct and indirect relationships among variables, if a traditional DTPB model only simulates the effects of the variables without considering that the variables will affect the original cause-and-effect relationships among the variables, then the original DTPB model variables cannot represent a complete relationship. For the food and beverage example, a DEMATEL method was employed to reconstruct a DTPB model and, more importantly, to calculate reasonable DEMATEL threshold value for determining additional relationships of variables in the original DTPB model. This study is method-oriented, and the depth of investigation into any individual case is limited. Therefore, the methods proposed in various fields of study should ideally be used to identify deeper and more practical implications.