學習成效、學習滿意度、服務品質與忠誠度之關聯性探討－整合計畫行為理論觀點

A Study of the Relationship Between Learning Effectiveness, Learning Satisfaction, Service Quality and Loyalty :Intergrating the Perspectives of Theory of Planned Behavior

鄭偉豪(Wei-Hao Cheng)

指導教授 ： 李國瑋

共同指導教授 ： 張宏吉(Hung-Chi Chang)

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2015年)

摘要

國內以往對民營駕訓班的研究中，多著墨於服務品質與滿意度之間的關係，較少針對民營駕訓班的忠誠度來探討，惟民營駕訓班為營利機構，其學員是否具有忠誠度仍悠關其經營績效及永續經營之能力。因此，本研究欲從民營駕訓班學員的角度探討影響民營駕訓班忠誠度之關鍵因素。基於民營駕訓班兼具教育訓練及服務業等特性，故本研究在計畫行為理論的架構下，加入學習成效、學習滿意度及服務品質等構面分析探討各構面對駕訓班學員忠誠度的影響，期盼能以此研究結果作為民營駕訓班經營的參考方向。
本研究以彰化地區參加包含兩種以上不同車輛種類駕駛訓練之民營駕訓班學員為調查實證對象。在問卷發放上透過便利抽樣法，總計發出400份問卷，回收問卷扣除無效問卷後共得有效問卷340份，有效回收率為85%。實證結果顯示：(1) 學習成效與服務品質對駕訓班學員行為態度有正向顯著影響，而學習滿意度則無顯著影響。(2) 駕訓班學員行為態度、主觀規範及認知行為控制對駕訓班學員行為意圖有正向顯著影響。(3) 駕訓班學員行為態度與行為意圖對駕訓班忠誠度有正向顯著影響。

關鍵字

計畫行為理論 ； 學習成效 ； 學習滿意度 ； 服務品質 ； 忠誠度 ； 駕訓班

並列摘要

In the past, most of the studies about local private driving schools dealt with the relationship between service quality and satisfaction. Studies regarding the loyalty of private driving school are rarely seen. The private driving school is a profit institution and whether the students have loyalty is closely related to its ability of operating performance and sustainable development. Therefore, this study aims to explore the key factors affecting the loyalty of local private driving school from the students’ point of view. Because the private driving schools have the characteristics of educational training and service, learning effectiveness, learning satisfaction and service quality are added to explore the effects of various dimensions on the loyalty of local private driving school students based upon the theory of planned behavior. It is expected that the results can work as a reference for the operation of local private driving schools.
In this study, students that had participated more than two different types of driving training in private driving schools at Changhua County were invited for the loyalty survey. Through convenience sampling method, a total of 400 questionnaires were issued and 340 valid questionnaires were returned, reaching an effective recovery rate was 85%. The empirical results show that: (1) Learning effectiveness and quality of service have a significant positive effect on attitude of private driving school students, but learning satisfaction has no significant effect. (2) Attitude, subjective norm and perceived behavioral control of private driving school students have a positive significant effect on the behavioral intentions of private driving school students. (3) Attitude and behavioral intentions of private driving school students have a positive significant effect on private driving school loyalty.

並列關鍵字

Theory of Planned Behavior ； Learning Effectiveness ； Learning Satisfaction ； Service Quality ； Loyalty ； Driving School

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