出版社服務品質與教師滿意度及忠誠度關係之研究
-以台中市國小為例

本研究旨在探討出版社服務品質與教師滿意度及忠誠度之關係，以國小教師為研究對象，選擇台中市 235 所公私立國民小學教師為研究母群，依學校規模採比例抽樣共挑選20間學校，每間學校在非隨機挑選受測者10名教師(以有授教國語科老師為主)填寫問卷。總計共發出228份問卷，回收228份問卷，經剔除無效問卷0份後，有效問卷為228份。資料回收後採用敘述性統計、信度分析、效度分析、相關分析及迴歸分析檢定本研究假說，研究結果發現：(1) 出版社服務品質對教師滿意度有正向影響，(2) 出版社服務品質對忠誠度有正向影響，(3) 教師滿意度對教師忠誠度有正向影響。由以上的研究結果可知，出版社在執行服務品質六大項目，包含教材、活動辦理、電子書、課堂補充教學資料、進修研習課程、業務服務等時，學校老師在面對出版社不同的服務，僅課堂補充教學資料及業務服務品質對於教師滿意度有影響，其他服務如教材、活動辦理、電子書、進修研習課程等對老師滿意度並無影響；另外學校老師面對出版社不同的服務，在教材、課堂補充教學資料、進修研習課程、業務服務品質對於忠誠度是有影響，其他服務如活動辦理、電子書等對老師忠誠度無影響。以上結論可提供出版社及後續研究之具體建議。

關鍵字

服務品質；滿意度；忠誠度；出版社

並列摘要

The study mainly discusses the relationships between service quality of publishing enterprises and teachers’ satisfaction and loyalty. This study is completed via distributing questionnaires to school teachers in 20 of 235 elementary schools by sampling according to scales of the school. In each school, we non-randomly picked 10 teachers for questionnaires, most of whom teaches Chinese. In total, 228 questionnaires were distributed, all of which are valid. The statistical methods used in the study to test the hypothesis include: Descriptive Statistics, Reliability Analysis, Validity Analysis, Canonical Analysis, and Regression Analysis. The results are concluded as follows: (1) Service quality of publishing enterprises has a significant effect on teachers’ satisfaction. (2) Service quality of publishing enterprises has a significant effect on teachers’ loyalty. (3) Teachers’ satisfaction has a positive effect on their loyalty. According to the results mentioned above, among all the services provided by publishing enterprises, only teaching supplementary and the quality of sales service are significantly correlated to teachers’ satisfaction, while other services (teaching material, activity arrangements, e-books, advanced studies, etc.) aren’t. Besides, teachers’ loyalty differs when facing different services like teaching material, teaching supplementary, advanced studies, and sales services. However, other services, such as activity arrangements and e-books, have insignificant effect on teachers’ loyalty. In conclusion, the report points out concrete proposals for the results of this study, hoping to be referential for future research.