he purpose of this study was to examine the participants' quality perceptions in
the relationship among service quality, consumer satisfaction, and their loyalty level
within ocean sports clubs and agencies in Taiwan to advance the causal relationships
among them in order to determine how these variables directly or indirectly will be
influenced from each others. For the purpose of this study, a multidimensional and
hierarchical model of service quality for ocean sports activities is developed to provide a
conceptual framework and appropriate measurement scale to determine the perception of
ocean sports activities toward service quality.