知覺價格、服務品質、知覺價值、滿意度與忠誠度關係之探討－以安親班為例

The Relationship among Perceived Price, Service Quality, Perceived Value, Satisfaction and Loyalty: An Empirical Study of After-School Care and Tutorial Centers

蘇瑞蓮(Jui-Line Su) ； 金喆(Chieh Chin)

《聯大學報》 6卷2期 (2009/12) Pp. 283-306

https://doi.org/10.29847/JNUU.200912.0013

摘要

隨者少子化時代的來臨，各級教育機構都面臨學生來源減少的壓力，而國民小學則首當其衝，連帶的課後輔導的安親班也面臨經營的壓力。因此了解學童家長的需求，提供滿意的服務以建立其忠誠度，便成為安親班經營致勝的關鍵。
本研究將「知覺價值」納入「服務品質－滿意度－忠誠度」的模式中，並以安親班學童家長為受測對象，先利用深度訪談建構安親班的服務品質量表，再利用結構方程模式來探討前述變數的互動關係。研究結果發現：(1)服務品質對學童家長的影響力最大，它對忠誠度不但有間接的影響效果，而且有直接的影響效果；(2)滿意度除中介了服務品質與忠誠度的關係，也中介了知覺價值對忠誠度的關係；(3)知覺價值扮演重要的中介角色，它不但中介服務品質與滿意度的關係，也中介了服務品質與忠誠度的關係。本研究並根據研究發現提出相關的建議供業者參考。

關鍵字

知覺價格 ； 服務品質 ； 知覺價值 ； 滿意度 ； 忠誠度

並列摘要

With the advent of an era of declined birth rate, each level of education institution has been facing the pressure arising out of reduced sources of student recruitment, leading elementary education to be the first to be affected that further causes certain impact to the operation for after-school care and tutoring centers directly. Gaining understanding of the needs of students' parents, offering satisfactory services and building its loyalty have turned out to be the key factors leading to successful operation for after-school care and tutoring centers.
This research incorporated the ”perceived value” concept which was rarely-referred into the model of ”service quality-satisfaction-loyalty”, and takes the parents of students from after-school care and tutoring centers as the subjects by making a use of in-depth interviews to construct the service quality scale of after-school care and tutoring centers at first, and then using structural equation modeling (SEM) to explore the interactive relationships of the preceding variables. Findings of this research indicated that: (1) Service quality have the greatest effects upon students' parents loyalty as it not only shows indirect effect on such loyalty, but also the direct effect;(2) The satisfaction mediate the relationship between service quality and loyalty as well as the once between perceived value and loyalty; (3) The perceived value mediate the relationship between service quality and satisfaction as well as the once between service quality and loyalty. This research also proposes the related suggestion for practitioners' reference based on the findings.

並列關鍵字

Perceived Price ； Service Quality ； Perceived Value ； Satisfaction ； Loyalty

參考文獻

李新民(2001)。課後托育理論與實務。高雄:麗文出版社。

Anderson, E. W.,Sullivan, M.(1993).The Antecedents and Consequences of Customer Satisfaction for Firms.Marketing Science.12,125-143.

Anderson, J. ,Gerbing, D.(1988).Structural Equation Model in Practice: A Review and Recommended Two Step Approach.Psychological Bulletin.103,411-423.

Anderson, J C.,Jain, D. C.,Chintagunta, P. K.(1993).Customer Value Assessment in Business Markets: A State-of-Practice Study.Journal of Business-to-Business Marketing.1,3-29.

Bentler, P. M..Comparative Fit Indexes in Structural Models.Psychological Bulletin.107,238-246.