探討消費者滿意度影響因素之研究-以成人外語補習班為例

林峻宏(Lin,Junhong)

指導教授 ： 廖則竣

國立中正大學/管理學院/高階主管管理碩士在職專班/碩士(2012年)

摘要

隨著服務市場環境的競爭、消費者行為改變及消費意識的變化，追求高品質的服務，已成為趨勢。對於補教產業亦是如此，消費者(學員)於進行消費(報名)或接受學習服務時，對於補習班的考量因素越趨重視，這些消費者的考量除了可能直接影響學員滿意度之外，也可能進一步影響到學習者(學員)對於外語的學習意願與再消費意願。而這些議題影響了補習班的利潤與成長。因此，滿意度的議題不僅被企業、商家及學術研究上廣泛的探討，亦是補習班經營管理上的重要課題。
因此，本研究針對影響消費者滿意度之因素 (服務品質、品牌形象、學習效果、教學品質、教師名聲與價格優惠因素) 及滿意度帶來之效益 (再消費意願與學習意願) 進行研究，藉此深入了解消費者滿意度之前因與效益。研究採用問卷調查法，並以大台中地區為蒐集區域，共蒐集到413份有效問卷。主要以結構方程模式來驗證研究模式內各變數間的因果關係。
研究結果顯示，服務品質、品牌形象、學習效果、教學品質均對於滿意度有顯著之正向影響，而教師名聲與價格優惠因素則無。此外，滿意度對於再消費意願與學習意願皆有正向之影響。整體上，本研究結果對於理論面與實際面皆具有良好的啟示。

關鍵字

服務品質 ； 滿意度 ； 消費考量因素

並列摘要

With the changes in the service market environment, consumer behavior, and consumer awareness, the pursuit of high-quality services has become a trend, and the same also applies to the cram school industry. When consumers (students) engage in consumption (registration) or when they receive learning services, greater importance is attached to the consideration factors of the cram school. The considerations from the consumer’s perspective not only may have a direct impact on the student’s degree of satisfaction, but may also further affect the learner’s (student) willingness to learn a foreign language and reengage in consumption. These issues in turn affect the profitability and growth of the cram school. Hence, the “degree of satisfaction” is not only an issue of wide discussion by enterprises, businesses, and academic research, but is also an important issue to consider in terms of cram school operation and management.
Therefore, targeting the factors affecting consumers’ degree of satisfaction (service quality, brand image, learning effectiveness, teaching quality, teachers’ reputation, and preferential price), as well as the benefits associated with consumer satisfaction that arise (the willingness to reengage in consumption and learning), this research study was conducted to gain an insight into the factors affecting the antecedents and benefits of consumer satisfaction. The questionnaire survey method was adopted, with the Greater Taichung area as the data collection region. A total of 413 questionnaire copies were collected. The Structural Equation Modeling, SEM was selected as the main method to verify the causal relationship between the variables in the research model.
The results show that service quality, brand image, learning effectiveness, and teaching quality all had a significantly positive impact on the degree of satisfaction, while teachers’ reputation and preferential prices did not. In addition, the degree of satisfaction had a positive impact on the willingness to reengage in consumption and learning. Overall, the research results are considered inspirational both in theory and in practice.

並列關鍵字

service quality ； degree of satisfaction ； consumers’ consideration factors

參考文獻

邱道生、林宗輝 (2009)。臺灣觀光學院學生之學習動機、滿意度與學習績效之相關研究。台灣觀光學報，6，75-94。

馮兆康、潘麗卿、陳敏郎(2007)。不同入學管道學生之學習成效分析─以某科技大學醫務管理系為例。醫務管理期刊，8(1)，85-103。

蔡東峻、吳萬益、李奇勳 (2004) 。價格、保證及來源國形象對產品評價與購買意願的影響。管理學報，21(1)，21-46。

楊智緯 (2006) 。國際觀光旅館品牌形象及服務品質與顧客滿意及忠誠度關係之研究。健康休閒暨觀光餐旅產官學研討會。

毛壬杰 (2008) 。服務品質、顧客滿意度與顧客忠誠度之研究-以補教業為例。長榮大學 企業管理研究所碩士論文。