大專院校學生教育服務品質、顧客滿意度與忠誠度關連分析

The Relationships among Educational Service Quality, Customer Satisfaction and Loyalty of Undergraduate Students

張美香(Mei-Shiang Chang) ； 王麗幸(Li-Hsin Wang) ； 賀力行(Lin-Hsing Ho) ； 陳坤志(Kun-Chih Chen)

《中華管理學報》 7卷1期 (2006/03) Pp. 125-142

https://doi.org/10.30053/CHJM.200603.0009

摘要

本研究以某大學大學部學生為研究對象，並以服務消費者之角度設計問卷，將學生對教育服務品質的預期感受及實際感受滿意度，分別以人口統計變數及服務品質構面作探討，並以因素分析、成對t檢定、變異數分析、迴歸分析作為分析工具，以了解學生對於學校教育品質的滿意並探討教育品質滿意度和顧客忠誠度之間的關係。經問卷調查分析結果發現，教育服務品質衡量構面可分為：「舒適的學習空間與充足的設備」、「良好的行政效率與態度」、「良好的師生關係」、「交通便利與生活機能完善」等四個構面。前三大服務品質認知缺口項目為：「所在位置交通便利」、「行政人員有良好的服務態度」、「行政單位行政效率良好」。且不同年級、不同性別的學生對學校的教育服務品質感受存在顯著性差異，一年級學生的服務品質滿意度高於其他年級，男生的服務品質滿意度高於女生。此外，透過逐步迴歸分析成功驗證大專院校學生對高等教育服務品質的成受與其顧客忠誠度存有正向關連性。

關鍵字

PZB服務品質模式 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

This paper aims to design questionnaires based on the viewpoint of the customer service and focused on university students for understanding the educational service quality satisfactions. The educational service quality satisfaction would be affected by both students' expectations and actual perceptions. In order to analyze the educational service quality satisfaction and the relationship between the service quality satisfaction and the customer loyalty, this paper selected the demographic statistics and service quality to be the research dimensions. The applied methodology includes factor analysis, t test and multivariate analysis of variance. The educational service quality could be divided by four components which are ”comfortable learning space and sufficient equipment,” ”good administration efficiency and attitude,” ”good relationship between teachers and students,” and ”traffic convenience and commoditization.” There are three items which constitute of the gaps for perceived service quality; they are ”the location and traffic convenience,” ”nice service attitude of the administrative personnel,” and ”administrative service department efficiency”. According to the analysis results, different grades and genders have significant differences on the service quality satisfactions. The freshmen have higher satisfactions than other undergraduate students. The male students have higher satisfactions for service quality than the female students. Furthermore, through the progressive regression analysis, we prove the positive relationships between educational quality satisfaction and customer loyalty of university students.

並列關鍵字

PZB service quality model ； Customer satisfaction ； Customer loyalty