In this study, we understand that the image of long-term care facilities, the service-quality and so on influence customer-satisfaction and referral. Through this study, we derive the right direction of long-term care services in the future. As a result, assurance in the service-quality affects both customer-satisfaction and word-of-mouth. The external factors as tangibles only effect word-of-mouth. The internal factors as reliability, responsiveness and empathy influence customer- satisfaction not as much as word-of-mouth.