This research is based on the experiences of real customers of Home-study materials company A. Service quality, Satisfaction, intended retention rate and willingness to make recommendations have been investigated. The mediator effect of customer satisfaction and the service quality properties as precedence factors of intended retention rate and willingness to make recommendations have been analyzed. Previous research studies have been done to see whether or not customer satisfaction is a deciding factor in service quality. In contrast to other industries, the impact and importance of service quality, resulting from the distinct characteristics of A, can differ. Research results on whether or not intended retention rate and willingness to make recommendations have mediator effects needed A’s positive research because some implications regarding additional resource investments for customer satisfaction management in said industry could be drawn out. Moreover, we plan to supply basic information to those interested in this issue who are in similar industries or relevant businesses.