高雄市補教業品牌形象與服務行銷關係之研究

A Study on the Relationship Between Brand Image and Service Marketing of the Development of Cram School in Kaohsiung City

蔡珈嫙(CHIA-HSUAN TSAI)

指導教授 ： 蕭大正

國立高雄師範大學/教育學院/成人教育研究所/碩士(2022年)

摘要

摘要
本研究以補教業人員為研究對象，探討其品牌形象與服務行銷兩
個主要變項間的關係。採抽樣調查法抽取樣本，進行橫斷式的問卷調
查，總共獲得有效問卷303 份。資料經統計資料分析後，依分析結果，
得到以下四點結論：
一、男性的補教業人員對於品牌形象與服務行銷有較高的認知。
二、任職規模21 班以上的補教業人員對於品牌形象與服務行銷有較
高的認知。
三、擔任主任（含負責人）的補教業人員對於品牌形象與服務行銷
有較高的認知。
四、補教業人員品牌形象與服務行銷彼此之間為顯著正相關
最終，依據本研究之各項結論與發現，分別向補習教育體系及後
續研究提出多項建議。

關鍵字

補習教育 ； 品牌形象 ； 服務行銷

並列摘要

Abstract
This research focuses on people in the cram school in Kaohsiung City.
Exploring the relationship among the two main variables of brand image
and service marketing. Samples were drawn by sampling method and
cross-sectional questionnaire surveys were conducted. A total of 303 valid
questionnaires were obtained. After the data is processed and analyzed by
SPSS, according to the analysis results, the following four conclusions are
obtained.
1. Male in the cram school in Kaohsiung City have a high awareness of
brand image and service marketing.
2. People who worked in the cram school more than 21 classes in
Kaohsiung City have a high awareness of brand image and service
marketing.
3. Director (manager) in the cram school in Kaohsiung City have a high
awareness of brand image and service marketing.
4. There is a significant positive correlation between people in the cram
school in Kaohsiung City’s brand image and service marketing.
Finally, based on the conclusions and findings of this research, a
number of recommendations were made to development of cram school
and follow-up researchs.

並列關鍵字

cram school ； brand image ； service marketing

參考文獻

參考文獻

尤慈寧（2013）。台灣留學代辦機構推廣國際文教的服務行銷策略之

研究。未出版之碩士論文，國立暨南國際大學，南投縣。

何蒼松（2001）。品牌聯想形象與消費者特質對品牌延伸評價之影響。

未出版之碩士論文，義守大學管理科學研究所，高雄市。