升學管道的暢通,教育市場的蓬勃,使得學校間的競爭日趨激烈;根據行政院主計處「人力資源統計月報」(2005)的數據中,服務業目前佔總勞動人口的58.2%,其中餐旅業佔了10.8%,大量的餐旅就業人口,可感受到餐旅服務業的蓬勃發展,學校如何吸引學生就讀,使學生能認同學校,在畢業後投入餐旅產業,也成為餐旅相關學校的重要課題。本研究從行銷的觀點切入,將學校所提供的學習資源(包括學校內的軟硬體資源等)視為一項產品/服務,學校的教師視為服務提供者,學生視為學校的顧客,學校的教育能否誘發並符合學生的需求,進而提高學生滿意度,同時也能使學生與學校的使命、目標連結達成一致後,對學校的認同也才能建立。 本研究以國立高雄餐旅學院日間部之學院部應屆畢業生為抽樣對象,問卷回收後以SPSS 10.0統計應用軟體進行資料分析。在資料分析中,發現學習資源品質中的「互動關係」、「課程與教學」、「實體設施」、「生活管理」及「海外參訪」對學生的滿意度有所影響,而滿意度對組織認同感同樣也有影響。本研究就P.Z.B.服務缺口模式進行了解後,發現造成缺口的原因多來自於顧客與業者、管理者及服務人員在認知上所產生的差異,透過資料分析,發現該校學生與學校確有認知差異存在,才會造成學生對學習資源品質的評價與對學校滿意度不高的現象,因此,本研究建議以「溝通」的方式了解學生的需求及意見,進而改善學習資源品質,如溝通管道的公開、暢通及有效傳達學生意見,廣納學生不同意見等方式。唯有使學生對學校所提供的學習資源品質感到滿意之後才能有效提升學生的認同感,以達學校的創校宗旨,培育專業的餐旅人才,進而吸引更多學生就讀,使餐旅產業得以蓬勃發展,學校達到永續經營的目的。
The number of education institutions, the competition between these institutions, and the demand for labor in hospitality are growing drastically. It’s important for hospitality schools to attract students and to satisfy their need. Based on the viewpoint of marketing, a school’s learning resources are products, its teachers are service providers, and its students are customers. The purpose of this study is to explore the relationships within “Learning Resources”, “Satisfaction”, and “Organizational Identification”. It’s found in this research that “Interaction”, “Lessons and Teaching”, “Facility”, “Daily Life Management”, and “Abroad Learning Trip”, are the five factors which affect the students’ satisfaction, which, meanwhile, influences the organizational identity of the students. By applying P.Z.B. Service Gap Model, this paper has discovered that the learning resources quality gaps are caused by the cognitive differences between students and managers of school. For the college to solve the existing problems, it is suggested to use “Communication”, which means to understand the need and opinions of the students. That is, let students understand the difficulties and know that the school wants to satisfy their need in order to rise up their organizational identity for the school. Key Words: Learning resource, Service quality, Satisfaction, and Organizational identification