Exploring the Relationships among Service Quality, Customer Loyalty and Word-Of-Mouth for Private Higher Education in Taiwan

探索台灣私立大學之服務品質、顧客滿意與口碑關係之研究

李紹彰(Shao-Chang Li)

《Asia Pacific Management Review》 18卷4期 (2013/12) Pp. 375-389+II

https://doi.org/10.6126/APMR.2013.18.4.02

摘要

本研究主要目的是探索大專院校內，學校提供給學生的服務品質與口碑之間的自然關係，根據所設計的問卷量表，抽取個案大學學生做為研究對象，並以結構方程式來測試本研究中所題的關係模組是否存在顯著關係，分析結果顯示模組相當適配，且發現有一條影響路徑顯示學生從認知服務品質到口碑效應相當顯著，亦即，學生需先認知到良好的服務品質後，產生高滿意度，進而產生忠誠度，繼而自然產生後續的口碑行銷效應，故學校經營必須投注相當努力在提升服務學生的品質，才是保證產生口碑的不二法門。

關鍵字

服務品質 ； 忠誠度 ； 口碑 ； 高等教育

並列摘要

The purpose of this study is to determine the nature of the relationships between service quality perceived by students, and word-of-mouth based on the proposed model on a university campus. In this study, the survey method was used to explore those relationships and data were collected through self-administrated questionnaires from the case university. Structural Equation Modeling was used to test the research hypotheses and analyze the model. The results showed the best-fit model identified a number of relationships that were expected and unexpected and indicated that only one direct effect path existed from perceived service quality to word-of-mouth. The students must be satisfied by service quality they perceived first and then create loyalty to generate word-of-mouth behaviors. Thus the top management of the university should make efforts to ensure that their students develop positive word-of-mouth.

並列關鍵字

SEM ； Service quality ； loyalty ； word-of-mouth ； higher education

參考文獻

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