服務品質、顧客滿意度、顧客價值與行為意向之關聯性研究─以大學推廣教育機構為例

The Relationships among Service Quality, Customer Satisfaction, Customer Value, and Behavior Intention - An Empirical Analysis of Education Extension

邱文瑛(Wen-Ying Chiu)

指導教授 ： 湯玲郎

元智大學/管理學院/企業管理學系/碩士(2009年)

摘要

推廣教育機構在非正規教育的應用範圍擴大且受到迴響，透過瞭解學員重視的價值與品質，取得關鍵競爭力，將會是推廣教育機構能持續保有優勢的方法。因此，本研究欲探討哪些因素為學員認知的關鍵，使推廣機構有效適應市場環境成功立足，並能有效應用大學院校資源來輔助從事教學以提升課程在學員心中的價值。

本研究以全國大學院校之推廣教育機構為研究對象，並以曾經在大學院校推廣教育機構修習課程之學員為抽樣對象、問卷發放對象，擬藉由量化分析的方式，從大學推廣教育的服務品質切入，探討學員對服務品質、關係品質、顧客價值的認知對顧客滿意度與行為意向間之關聯性。本研究採便利抽樣法，發放紙本問卷與網路問卷，有效回收樣本為411份，同時採用SPSS 12.0與AMOS 5.0統計軟體進行資料分析及討論，並得到以下結論：1.學員對推廣教育服務品質、關係品質與顧客價值的認知，對滿意度有顯著正向關係，且學員滿意度會正向影響其行為意向。2.推廣教育顧客價值與行為意向有顯著正向影響，但服務品質並無法正向影響行為意向。3.推廣教育顧客滿意度為服務品質、關係品質與顧客價值對行為意向之關鍵中介變數。4.不同背景對於個五個變數各構面之認知差異的假設部分成立，其中有差異的變項包括課程類別、性別、年齡與每月平均花費在進修上的金額。

最後，本研究對實證結果於管理實務上的意涵進行討論與提出建議。

關鍵字

推廣教育 ； 服務品質 ； 顧客滿意度 ； 顧客價值 ； 行為意向

並列摘要

The application scope of Extension Education Organization in non-normal education is expand and responded. By the way of knowing what value and quality do students respect to and get the key competitive ability will be the approach of maintaining advantages. Hence, this research would like to discuss which key factors are students realized, and then make Extension Education Organization successfully adopt the market. Moreover, Extension Education Organization could effectively applying resources of college to teach in the lessons and raise the value in students’ minds.

This research took College Extension Education Organization as a research subject, and had the samples who ever studied in this kind of courses. From the service quality point of view, using quantitative analysis approach, investigating the relationship among customer satisfaction, customer value, relationship quality, and behavior intension. This research used convenient sampling, so sent paper and online questionnaires. The valid retrieving samples are 411, and then use statistical software of SPSS 12.0 and AMOS 5.0 to analyze the data. The final conclusion of this research list as follows: 1. Service quality, relationship quality, and customer value directly impact customer satisfaction and behavior intension, but service quality cannot directly lead to customers’ behavior. 2. Customer value of extension education directly impacts customer’s behavior intension. 3. Customer satisfaction of extension education is a key intermediary among service quality, relationship quality, and customer value to behavior intension. 4. Different backgrounds have different cognitions to these five variables partly supported, and the items of differences are course style, sex, age, and monthly expense on advanced study.

Finally, from the empirical result, this research offered some suggestions about management practice.

並列關鍵字

Extension Education ； Service Quality ； Customer Satisfaction ； Customer Value ； Behavior Intension

參考文獻

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