補習班服務品質與忠誠度之研究－以高雄某補習班為例

A Study on Service Quality and Customer Satisfaction - A Case Study of Cram School in Sanmin District of Kaohsiung City

劉芳吟(Fang-Yin Liu) ； 黃營芳(Ying-Fang Huang)

《商業現代化學刊》 8卷3期 (2017/08) Pp. 205-220

https://doi.org/10.6132/JCM.2017.8.4.11

摘要

根據天下雜誌的統計資料顯示，從西元2000年開始，國人生育率有逐漸下降的趨勢，在2009年時，每人平均生育數為1.05個。現代人小孩越生越少，造成少子化的現象，首當其衝是人為主要經營來源的補教業，招收學生人數逐年減少，市場不斷萎縮，但補教業的數量卻逐年漸增加，使得經營環境將會變得越來越險峻。本研究旨探討服務品質與顧客忠誠度之間的關係，以Parasuraman，Zetithaml& Berry三位學者於1988年所提出的服務品質概念模型為研究架構，使用服務品質衡量表(SERVQUAL)，探討補習班之學生家長在選擇補習班的考量因素與孩子目前就讀的補習班的服務品質與忠誠度，利用書面問卷調查的方式蒐集資料，高雄某補習班為研究對象，得有效問卷300份。經驗證分析後獲得以下結論：(1)補習班之期望的服務品質衡量構面有「可靠性」、「體貼性」、「有形性」共三個構面。認知的服務品質之衡量構面有「保證性」、「體貼性」、「可靠性」、「回應性」共四個構面(2)期望與服務品質間存在顯著差異(3)認知的服務品質與顧客中忠誠呈現正相關(4)影響顧客忠誠度的主要因素為「有形性」、「可靠性」、「反應性」。最後針對研究結果提出若干建議，提供未來研究者建議。

關鍵字

補習班 ； 服務品質 ； 忠誠度

並列摘要

According to the statistics show that the magazine world, Since 2000, people have a number of births declining tren，In 2009, the average number of births per person 1.05， The more modern child born fewer low birth rate caused by the phenomenon, Priority impact is mainly engaged in the artificial cram, decreasing the number of students enrolled, shrinking the size of the market, so that the operating environment will become more and more dangerous, but the number has not cram not reduced as expected, DGBAS statistics show that in 2009 and 2014 gradually increase the number of remedial classes each year, increasing the number of 4122, industry grew 0.28%， Display customer demand for cram schools still exist, of which the small country home of the largest number of cram course content to academic counseling to prepare studies based. Under this trend, in addition to up to teach the industry through marketing efforts to attract students and, more importantly, improve service quality, thereby improving market competitiveness. This study focused on elementary school students to teach parents to complement the relationship sector awareness of service quality and the desired quality of service and loyalty among a research motivation investigate the effects of demographic background variables of choice cram, study motivation Second, expectations of service quality relationship between quality of service and cognition

並列關鍵字

cram ； quality of servic ； customer loyalty