學校品牌聲譽、服務人員與學生互動、品牌認同、品牌忠誠對滿意經驗分享、推薦他人之研究－以元智大學為例

Exploring the Relationships among College Brand Reputation, Interaction between Service Personnel and Students, Brand Identification, Brand Loyalty, Satisfactory Experience Sharing and Recommendation: A Case Study of Yuan Ze University

陳律盛(Lu-Sheng Chen) ； 蔡永川(Yung-Chuan Tsai)

《休閒運動保健學報》 11期 (2016/07) Pp. 25-46

https://doi.org/10.6204/JRSHP.2016.07.03

摘要

本研究目的旨在探討元智大學品牌聲譽、服務人員與學生互動關係與品牌認同、品牌忠誠對滿意經驗分享、推薦他人之研究。研究對象係以元智大學101至104 學年度大學部之、二、三、四年級選修桌球課程、重量訓練課程及田徑與桌球代表隊之學生為母群體，採網路問卷方式設計，共計回收有效問卷312份。回收資料以SPSS 12、Amos 5 版統計軟體進行描述性、皮爾遜積差相關分析及結構方程模式統計分析，研究結果發現：（一）大學生品牌聲譽對學生品牌認同有顯著正向之影響；（二）服務人員與學生互動關係對學生品牌認同有顯著正向之影響；（三）品牌認同對品牌忠誠有顯著正向之影響；（四）品牌忠誠對滿意經驗分享、推薦他人有顯著正向之影響。

關鍵字

購買決策 ； 顧客與服務 ； 實體環境 ； 顧客關係管理 ； 口碑傳播行為

並列摘要

This study aims to delve into the brand reputation of Yuan Ze University, interaction between service personnel and students, brand identification, brand loyalty, satisfactory experience sharing and recommendation of other studies. The population of research subjects was comprised of the sophomores, juniors and seniors, who took undergraduate elective courses of billiards and weight training, and came from the track and field and billiards squads at Yuan Ze University in the academic year of 2012-2015. Online questionnaire was designed for investigation. A total of 312 valid questionnaires were returned. The collected data were processed by SPSS 12.0 and Amos 5.0 for descriptive analysis, Pearson product-moment correlation analysis and structural equation modeling. The research findings included: (1) college brand reputation had a significantly positive impact on students' brand identification; (2) interaction between service personnel and students had a significantly positive impact on students' brand identification; (3) brand identification exerted a significantly positive influence on brand loyalty; (4) brand loyalty generated a significantly positive influence on satisfactory experience sharing and recommendation.

並列關鍵字

Purchase decision ； Customer and service ； Physical environment ； Customer relationship management ； Oral spreading