關係信任、關係價值與家長忠誠度之相關研究
-以台南市某一連鎖補習班為例

台灣在近十年來的出生率明顯下降，國人對於生育意願普遍偏低，然而根據教育部統計資料發現，近年來補習班的成長率卻是不減反增。身為補習班的經營者，在面對少子化的衝擊以及家長本身知識提升的情況下，思考該採取何種策略方式，提供高價值服務，進而提升家長們的忠誠度，則是經營者所要面臨的一大考驗。本研究旨在探討家長對補習班的關係信任、關係價值、家長忠誠度之現況及其關聯性。本研究採用問卷調查法方式，研究對象為補習班家長，有效樣本共為371份，樣本資料係利用敘述性統計分析、單因子變異數分析、相關分析與迴歸分析等統計方法進行分析。根據統計分析的結果發現：1.關係信任會顯著影響關係價值；2.關係價值會顯著影響家長忠誠度；3.關係信任會顯著影響家長忠誠度；4.關係價值在關係信任與家長忠誠度之間具有顯著的中介效果；5.不同人口統計變項對關係信任（補習年數、月收入）及家長忠誠度（孩童關係、補習年數）有顯著差異，但在關係價值方面則無顯著。最後，根據研究結果提出實務及學術方面相關建議供參考。

關鍵字

補習班；關係信任；關係價值；家長忠誠度

並列摘要

The birthrate in Taiwan has been decreased significantly in the last decade, fertility desire for people nowadays were generally low. However , according to the statistics from the Minitry of Education shows that at near few years the increase rate of Cram school was a substantial growth rather than decline .As a cram school owner, to face the impact of low birth rate and parents knowledge level enhanced situations, it will become a greatest challenge to figure out what strategy should be take to provide the high value services for those parents who were willing to join the school, even increase their loyalty to the cram school. This study was designed to investigate the relationship between parents and cram school for related research among the Relational Trust、Relationship Value and Parents Loyalty - A Case of a Chain Cram School in Tainan City. There were 371 customers selected as the sample for the research. Questionnaire survey was adopted in this study to analyze by means of statistical methods such as descriptive statistics, correlation analysis, as well as multiple regression analysis. The result shows that 1. Relational trust can significantly affect relationship value. 2. Relationship value can significantly affect parents loyalty. 3. Relational trust can significantly affect parents loyalty. 4. Relationship value has intermediary effect between relational trust and parents loyalty. 5. Different background has shown partially established relational trust and parents loyalty, except for relationship value. Finally, according to the empirical results, we gave the Practical and academic use suggestions for reference.