本研究主要目的在於瞭解游泳訓練班參與兒童的家長：一、滿意度與忠誠度之優先順序情形。二、不同人口背景之滿意度與忠誠度之差異情形。三、滿意度與忠誠度相關情形，以提供游泳訓練班管理者參考。本研究總共在七家游泳訓練班發出500份問卷，剔除無效問卷後，共得有效問卷303份，回收率為60.6％。回收資料之分析依研究需要採次數分配、描述統計、信度分析與因數分析及單因子變異數分析。根據本研究結果對經營者提出些許行銷建議。

The purposes of this study were to understand: 1) the ranking of class satisfaction and loyolty; 2) the significant differences of demographics on different satisfaction and loyolty among different background; and 3) the relationship between satisfaction and loyolty in terms of parents at children’s swimming classes in Taichung city. 500 questionnaires were evenly distributed at seven swimming training classes. Of the 500 questionnaires, 303 were completely responded with a 60.6% of return rate. Gathered data were then computed by frequency distribution, descriptive statistics, reliability test, validity test, factor analysis, t-test and one-way ANOVA in terms of the needs of study. Based on the findings, the suggestions relating to marketing were proposed to managers at swimming training class as well.