服務品質、關係品質與顧客價值對顧客滿意度之關聯性研究－以大學推廣教育機構為例

The Relationships among Service Quality, Customer Satisfaction, Customer Value, and Behavior Intention-An Empirical Analysis of Education Extension

湯玲郎(Ling-Lang Tang) ； 邱文瑛(Wen-Ying Chiu) ； 邱嘉萍(Chia-Ping Chiu)

《品質學報》 19卷4期 (2012/08) Pp. 325-337

https://doi.org/10.6220/joq.2012.19(4).02

摘要

本文主要探討推廣教育學員對服務品質、關係品質與顧客價值對顧客滿意度與行為意向間之關聯性，並探討哪些因素為學員認知的關鍵。本研究以曾在大學院校推廣教育機構修習課程之學員為抽樣對象，從線性結構模式（Structure Equation Model, SEM）研究結果顯示學員重視教師專業、所提供的友善服務品質及課程內容的功能價值，透過安排完善的課程設計、聘任具專業素養的教師及提供周全的軟硬體教學設備等，可以提升學員對品質及價值的認知，進而增加上課學員滿意度，而未來學員可以再回來進修或推薦他人到此單位進修的可能性。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客價值 ； 行為意向

並列摘要

The main purpose of this research is investigating the relationship among customer satisfaction, customer value, and relationship quality and behavior intension from the service quality point of view by using quantitative analysis approach. We also discuss which factors recognized by students are critical. The samples are collected from College Extension Education Organization for those who had ever taken such courses. The results show that the students pay much attention on teachers' specialty, provided service quality, and the functional value of course content. Through well course design, hiring professional teachers, and providing well-equipped software/hardware, the students recognition on quality and value can be improved, and the satisfaction will be increased too. The students will be willing to return for another training opportunity or recommending others for studying in this education extension organization.

並列關鍵字

service quality ； customer satisfaction ； customer value ； behavior intension

參考文獻

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