Purpose: This study is designed to investigate (1) current using status of National Taiwan University (NTU) sporting center; (2) the perceived difference among expected service level and real response of NTU sporting center customers; (3) the correlation of demographic variables and customer satisfaction; (4) the influence of customer satisfaction on customer loyalty. Methods: 300 questionnaires were used in this study for NTU sporting center users. After retrieve, 249 questionnaires were valid and the rate of valid data was 83%. Data were analyzed by using confirmatory factor analysis, dependence samples t test, one way ANOVA analysis, Pearson product-moment correlation analysis, and multiple regression analysis. Results: Our findings in this study were (1) the major population of sporting center users was students. Physical fitness room had highest utility rate, followed by badminton courts and swimming pool; (2) the expected service level was always higher than the real satisfaction for sporting center users which indicated that it was necessary to improve the service level; (3) customer satisfaction showed significant difference among users age, payment ways and using frequency; (4) customer satisfaction was highly positive-correlated with customer loyalty. Conclusions: Our study showed that quality of service had strong influence on customer satisfaction which was determinative for the establishment of customer loyalty. All the questionnaires from our survey indicated that the expected service level was higher than real perceived satisfaction. Therefore, we suggested managers of NTU sporting center could make the improvement plan according to our study to meliorate the service quality and furthermore the customer satisfaction and loyalty.