感激在關係行銷中的角色－以特殊教育學校為例

本研究以台灣地區所有特殊教育學校的學生家長為研究對象，充分調查感激在關係行銷中的角色，尤其探討關係行銷中關係利益、教師專業、及親師溝通這三個變項對家長感激的影響，並討論家長感激與家長忠誠度的關聯性。本研究採問卷調查法，並採立意抽樣的方式進行問卷調查，回收有效問卷410份，以結構方程模式（SEM）進行潛在變項間的路徑分析。本研究主要發現為：（1）影響家長感激的具體原因為關係利益、教師專業及親師溝通，且此三變項對於家長感激皆有正向的影響；（2）家長感激並非只產生正向情緒－回報感，亦會產生負向情緒－罪惡感；（3）家長感激會直接正向的影響家長忠誠度；（4）正向情緒－回報感會正向影響家長的忠誠度，但負面情緒－罪惡感對家長的忠誠度卻沒有顯著影響。

關鍵字

忠誠度；特殊教育；感激；關係行銷

並列摘要

In this study, the subjects were the parents of the students who had been receiving the special education in Taiwan. This study thoroughly investigated the role played by gratitude in relationship marketing. In other words, explored in relationship marketing, the influences of relational benefit, teacher expertise, and parent-teacher communication on parent gratitude and discussed the association of parent gratitude and parent loyalty. Under purposive sampling, we collected 410 questionnaires, and used structural equation modeling to do path analysis within latent variables. The findings of the study were (1) The major reasons which affected parent gratitude were relationship benefit, teacher expertise and parent-teacher communication, and these three variables all had positive influences on parent gratitude. (2) Parent gratitude produced not only positive emotion-reciprocity but also negative emotion-guilty. (3) Parent gratitude directly and positively affected parent loyalty. (4) Positive emotion-reciprocity had positive influence on parent loyalty but negative emotion-guilty did not have significant influence on parent loyalty.