推廣教育學員服務品質、服務價值與顧客滿意對顧客忠誠之影響

The Effects of Service Quality, Service Value, and Customer Satisfaction on Customer Loyalty in Continuing Education

劉宗哲(Chung-Tzer Liu)

《管理科學研究》 3卷2期 (2006/12) Pp. 25-44

https://doi.org/10.6873/MSR.200612_3(2).0002

摘要

本研究提出大學推廣教育中心的顧客忠誠整合模型，並討論服務品質、服務價值及顧客滿意對顧客忠誠的關聯性。藉由365份某私立大學推廣教育中心學生的有效回收問卷中，探討上述構面間的因果是否符合認知（服務品質及服務價值）→反應（顧客滿意）→意圖（顧客忠誠）之順序關係。比較兩個認知構面發現服務品質對顧客滿意及顧客忠誠的總影響效果較服務價值高，結果也顯示服務品質與顧客忠誠間並沒有顯著的直接正向關聯，但是服務價值與顧客滿意的確扮演服務品質與顧客忠誠間的中介變數角色。結論也支持在大學推廣教育中心的顧客滿意是顧客忠誠的主要預測變數。

關鍵字

服務品質 ； 服務價值 ； 顧客滿意 ； 顧客忠誠

並列摘要

This research proposes an integrative model of continuing education of a university and to discuss how service quality, service value, and customer satisfaction would affect customer loyalty. With data collected from 365 students in the continuing education center of a private university, this study investigates whether the causal sequence among these constructs is in the sequence of cognition (service quality and service value) → affect (customer satisfaction) → conation (customer loyalty). Between the two cognitive constructs, service quality emerged as a more important total effect determinant of customer satisfaction and customer loyalty than service value. Results also indicate that service quality has no significant direct impact on customer loyalty. However, service value and customer satisfaction do playa mediating role in the effect of service quality on customer loyalty. The results also support the additional evidence that customer satisfaction is the dominant predictor of customer loyalty in continuing education of a university.

並列關鍵字

Service Quality ； Service Value ； Customer Satisfaction ； Customer Loyalty