兒童美語補習班之關係品質、顧客滿意度對口碑傳播效應影響之研究

A Study on the Influence of the Relationship Quality and Customer Satisfaction of Children's English Tutoring Class on Word-of-Mouth Communication Effect

魏妤芳(Yu-Fang Wei)

指導教授 ： 汪美伶

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00681

摘要

台灣的兒童美語補習班的市場競爭激烈，家長對於孩子的英語能力愈來愈重視之外；少子化也造成了兒童美語補習班的招生人數逐漸變少。而在如此激烈競爭的市場環境中，美語補習班要如何作出差異化，便會是下一階段市佔率能夠再成長的重要動力來源。本研究以兒童美語補習班之關係品質、顧客滿意度對口碑傳播效應之影響為研究主題，同時檢驗顧客滿意度在兒童美語補習之關係品質與口碑傳播效應兩者關係間的中介角色。並以新竹以北地區6~12歲孩童有參加兒童美語補習班的學生家長為實證分析對象，探討家長對補習班與教師之關係品質與、家長顧客滿意度、口碑傳播各構面間的關係。本研究採用便利抽樣方式，在新竹以北地區對6~12歲孩童有參加兒童美語補習班的學生家長進行問卷調查收集資料，總計發放312份問卷，有效樣本數為300份，有效問卷回收率為96.2％。統計方法以SPSS22.0套裝軟體進行資料分析，透過信度、描述性統計、獨立樣本t檢定、層級回歸分析等統計方法來進行。結果發現「家長-教師」之關係品質對「家長-補習班」之關係品質具有顯著影響；關係品質對顧客滿意度具有顯著影響；顧客滿意度對口碑傳播效應具有顯著影響；此外，顧客滿意度對關係品質與口碑傳播效應具有顯著中介效果。

關鍵字

關係品質 ； 顧客滿意度 ； 口碑傳播效應

並列摘要

There is a fierce competition in Taiwan’s private English tutoring market. Although parents in Taiwan attach great importance to their children’s English education, the declining birthrate has led to lower enrollment for many private tutoring institutes. Thus, differentiation is the key to increasing their individual market share in the future. The purpose of this study is to find out how service quality (the effectiveness of teaching) and customer (parents and students) satisfaction affect the word-of-mouth communication for private tutoring institutes; as well as to examine the mediating effect of customer satisfaction on the relationship between service quality and word-of-mouth communication. The participants in this study are parents who live north of Hsinchiu and whose children, aged 6 to 12, take extracurricular English courses in the private tutoring institutes. Overall, a total of 312 questionnaires were distributed, and 300 questionnaires were returned, resulting in a return rate of 96.2%. Statistical analysis was performed with SPSS Version 22.0 statistic software package. The methods of reliability quality, descriptive statistics, independent sample t-test, and hierarchical regression analysis were used in the study. The findings show that the parent-teacher relationship quality has a significant influence on the connection between parents and private tutoring institutes. The service relationship quality also has a great influence on customer satisfaction, as well as the customer satisfaction affects greatly in the word-of-mouth communication effect. Moreover, customer satisfaction also has a significant mediating effect on word-of-mouth communication.

並列關鍵字

Relationship Quality ； Customer Satisfaction ； Word-of-Mouth Communication

參考文獻

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