品質滿意度對顧客再購行為影響之研究-以某電腦補習班為例

本研究以2019至2020年某電腦補習班1,999位實際第二次以上交易的客戶資料進行實證分析，透過「教學品質」、「環境品質」、「行政服務品質」，等三個構面的15個衡量受訪者對品質滿意度的實際感受程度，影響他們的再購行為提出增加顧客再購行為管理實務意涵。實證結論發現，環境品質與教學品質以及教學品質與行政服務品質之間存在正向顯著關係；整體品質滿意度中行政服務品質對顧客再購行為有顯著的正向影響。因此，電腦補習班透過改善環境品質與教學品質，能有效提升行政服務品質，進而提高顧客再購行為。受訪者背景特性與課程類別具相關性其中AI程式開發類是他們相對較喜好的課程，並且是購買課程次數最多的，惟補習班仍可依區域市場需求開設具差異化課程。

關鍵字

電腦補習班；再購行為；品質滿意度

並列摘要

This research conducted an empirical study based on 1,999 customers who had actually made above-twice transactions in a computer Educational Institution from 2019 to 2020, and used 15 measures in three dimensions: "teaching quality", "environmental quality", and "administrative service quality". The empirical conclusions found that there is a positive and significant relationship between environmental quality and teaching quality.According to the teaching quality and administrative service quality; administrative service quality and overall quality satisfaction have a relevance to the customer's purchase behavior. Therefore, improving environmental quality and teaching quality can effectively improve administrative service quality, and followed by enhancing customer repurchase behavior. The property of the interviewees’ backgrounds are associated with the types of the curricula,which has a significant impact on the number of curricula they purchase.AI program development is their preferred. The computer Educational Institution should offer different types of the courses based on the demands of the market area.