教育機構服務品質與學員滿意度關係之研究

現今成人終身學習比例逐年成長，教育機構如何提升學員滿意度，已是行銷研究之重要議題，為提升滿意度其最佳策略為增強服務品質，但在探討服務品質與滿意度研究中，大多集中在銀行業、蟲害控制、乾洗業、速食業等研究情境，欠缺以教育機構為研究背景。本研究以教育機構學員為研究對象，探討教育機構服務品質與學員滿意度的關係，及關係品質對上述關係的中介效果。本研究以紙本問卷採便利抽樣方法收集資料，共收集286份有效樣本。研究結果顯示，教育機構服務品質與滿意度為顯著正相關，關係品質為上述服務品質與滿意度關係之部分中介變數，本研究中所有的假說皆獲得支持。依研究結果，本研究提出理論與管理意涵及未來研究建議。

關鍵字

服務品質；關係品質；滿意度

並列摘要

Nowadays, the proportion of adult lifelong learning is growing year by year. How educational organizations improve trainees satisfaction has become an important issue in marketing research. The best strategy to improve satisfaction is to enhance service quality. However, in the research on service quality and satisfaction, most of them focus on banking, pest control, dry cleaning, fast food and other research situations, lacking the research context of educational organizations. This research takes the trainee of educational organizations as the research object to explore the relationship between service quality of educational organizations and trainees satisfaction, and the mediating effect of relationship quality on the above relationship. In this study, 286 valid samples were collected by convenience sampling with a questionnaire. The results show that the service quality and satisfaction of educational organizations are significantly positively correlated, and the relationship quality is part of the mediator variable of the above relationship between service quality and satisfaction. All the hypotheses in this study are supported. Based on the research results, this study proposes theoretical and managerial implications and future research suggestions.

並列關鍵字

Service Quality ； Relationship Quality ； Satisfaction

參考文獻

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