顧客關係、知覺價值及品牌形象對經營績效之研究 -以桃園K科技大學為例

Research for Customer Relationship, Perceived Value and Brand Images in Business Performance-A Case Study of Taoyuan“K”University of Science and Technology.

徐宣芳(Hsuan-Fang Hsu)

指導教授 ： 陳柏壽

健行科技大學/管理學院/企業管理系碩士班/碩士(2015年)

摘要

因應高等教育全球化時代的來臨，國內各大學必須積極提供跨境學習的機會與環境，以及創造私立大專院校更好的經營與管理。藉由強化學生的技能以彰顯所屬大學之競爭優勢。但也因為少子化已無法避免，然而各私立大學校若能針對課程和教學進行整體性調整，發展獨具一格的特色課程，聘用多樣且優質師資，發展各校的品牌價值，提升學校經營績效，可能會是未來招生的新契機。
本研究以顧客關係、知覺價值和品牌形象對私立大學提升經營績效進行探討，採用量化研究，發放問卷共計400份，有效問卷為359份，問卷有效回收率為89.75%。取樣對象以K科技大學一年級新生為主，藉以了解高中生畢業後升學至高等教育所考量之因素。經實證分析本研究顧客關係、知覺價值、品牌形象及經營績效各題項之信度均超過0.7以上，代表著本研究各題項是可被接受。爾後探討各構面之間關係，均呈現正向關係，而經營績效與品牌形象的值為最高（0.298），呈現中度相關性，代表著品牌形象越高時，對於經營績效更有影響性。本研究結果可提供私立專院校提升經營績效參考。

關鍵字

顧客關係 ； 知覺價值 ； 品牌形象 ； 經營績效

並列摘要

In response to the advent of the era of globalization of higher education,
domestic private universities must actively provide opportunities for cross-border
learning and the environment, as well as the creation of universities better business
and management. By strengthening students’ skills are in order to highlight the
competitive advantages of the respective university. However, all private schools
were adjusted for holistic curriculum and teaching, developing a unique style of
special courses, hiring diverse and high-quality teachers. Development of university
of brand value and enhance business performance university might be a new
opportunity for future enrollment.
In this study, the relationship between perceived customer value and brand
image to enhance the operating performance of the private universities to explore,
using quantitative research, a total of 400 questionnaires, 359 valid questionnaires,
the effective rate was 89.75% questionnaires. Sampling object freshmen based, in
order to understand the factors that are considered the entrance to higher education
after high school graduation. Through empirical analysis of the various questions of
the reliability of the study of customer relationship, perceived value, brand image
and business performance of more than 0.7, representing various questions of the
present study is to be accepted. We explored the relationship between the various
facets showed a positive relationship, and business performance and brand image is
the highest (0.298), showing a moderate correlation, when the brand stands for
higher impact resistance for better business performance. The results of this study
can provide private universities to enhance business performance reference.
Keywords: customer relations, perceived value, brand image, operating
performance

並列關鍵字

customer relations ； perceived value ； brand image ； operating performance

參考文獻

中文部分

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