行政服務品質、認知價值與顧客滿意度對行為意向之關係研究-以元智大學為例

The Effects of Administration Service Quality, Perceived Value and Customer Satisfaction on Behavior Intention - Evidence from Yuan Ze University

黃政豪(Cheng-Hao Huang)

指導教授 ： 湯玲郎

元智大學/管理學院/企業管理學系/碩士(2007年)

https://doi.org/10.6838/YZU.2007.00258

摘要

在面對大環境競爭與民主化的發展下，大學院校各行政單位不能再只是被動的處理行政業務，需進一步的考量學生立場及需要，幫助與輔導學生解決問題，進而促進學生學習與發展。因此本研究希望透過全面探討學校行政的服務品質，作為提昇行政服務品質之參考。
本研究以曾獲得第十四屆國家品質獎之元智大學為例，探討其在大學校園行政服務措施與服務品質之特色。樣本對象為元智大學在學學生，根據五個學院學生人數，採用分層隨機抽樣705份有效樣本，採用SPSS統計軟體及AMOS結構方程模式(SEM) 進行分析，深入分析行政服務品質、認知價值、顧客滿意度三項前置因素對顧客最後決定行為之意向的關係及影響，最後找出影響學生滿意與認知價值的關鍵屬性，藉以確認服務屬性的改善排序，以供大學行政工作者策略擬定與資源配置之參考。
從研究發現，行政服務品質的改善會有助於認知價值與顧客滿意度的提升，進而雙雙增強化顧客的忠誠意向；再者行政服務品質的提升，也會透過認知價值，有效降低顧客的轉移意向，增加與顧客長期合作的機會。至於在回應意向方面，顧客若對服務有較好的滿意結果，會提升其在發現問題時，與組織內外部人員溝通回應的意願，認為透過意見回應的行為能有效改善服務品質異常問題或得到合理的彌補，造成本身與企業雙贏的局面。而在整體模式的探討中發現，影響學生對服務品質認知的關鍵服務屬性依序為服務保證性(0.878)、服務反應性(0.869)、服務可靠性(0.829)、服務關懷性(0.808)，以及最後的服務有形性(0.609)

關鍵字

服務品質 ； 認知價值 ； 顧客滿意度 ； 行為意向

並列摘要

When university face the competition of environment and development of democratization, every administration units of university couldn’t only passive handle administration business, they must go a step further to consider the standpoint and need for student, and help student to solve problems so as to promote learning and development for student. Therefore, this study through overall discussion for realizing administration service quality of university and offer consultation for administration units to promote administration service quality.
This study evidenced from Yuan Ze University that ever gain nation quality reward in 14th and discussed the characteristic of administration service and quality. The sample of this study was student in Yuan Ze University. According to the students of five departments and adopted stratified sampling, the author of this study collected 705 usable questionnaires. Then, this study used SPSS and AMOS for structure equation model to analyze the three independent variables of administration service quality, perceived value and customer satisfaction to understand the relationship on behavior intention. Finally, this study found the critical attribute of the satisfaction and perceived value in order to confirm the sequence of improving. The result could provide strategies and allocate resources for administrator in university.
The result of study was the improvement of service quality could increase perceived value and customer satisfaction so as to reinforce customer loyalty. Moreover, improvement of service quality could through perceived value to reduce the intention of customer transference and raise the opportunity of cooperation with customer for a long time. To customer responsive, if customers have good experience of service, they could raise the intention of responsive when they find unusual service quality. They consider the behavior of responsive could improve the unusual service quality and gain reasonable compensation to achieve win-win situation between customer and corporate. Moreover, from structure equation model, this study found the consequence of service attribute was assurance(0.878),、responsiveness (0.869), reliability(0.829), empathy(0.808) and tangibles(0.609).

並列關鍵字

Service Quality ； Perceived Value ； Customer Satisfaction ； Behavior Intention

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