服務價值與顧客滿意對顧客忠誠意願之影響：以大學繼續教育為例

Service Value and Customer Satisfaction in Customer Loyalty: The Case of University Continuing Education

劉宗哲(Chung-Tzer Liu) ； 林炳文(Ping-Wen Lin) ； 尚榮安(Rong-An Shang)

《中華管理學報》 6卷3期 (2005/09) Pp. 29-46

https://doi.org/10.30053/CHJM.200509.0002

摘要

本文就350份大學推廣中心日文班學生的有效回收問卷調查，探討服務價值與顧客滿意在構成顧客忠誠的影響因素中所扮演的角色。研究結果顯示服務價值與顧客滿意對顧客忠誠有顯著的影響效果，當服務價值與顧客滿意在顧客心中有較高的認知時，其對顧客忠誠也會比服務價值與顧客滿意認知較低族群者有較高的偏好。中介模型假設顧客滿意為服務價值與顧客忠誠的中介關係，結果顯示顧客滿意的確扮演服務價值影響顧客忠誠的中介變數。

關鍵字

服務價值 ； 顧客滿意 ； 顧客忠誠

並列摘要

With data collected from 350 students in Japanese Language Extensive Program of a university, we try to find out how service value and customer satisfaction would affect customer loyalty. Our research results indicate that service value and customer satisfaction are significant predictors for customer loyalty. Respondents with higher levels of service value and customer satisfaction are more likely to have higher customer loyalty as compared to those with lower levels of service value and customer satisfaction. A mediation model that links service value to customer loyalty via customer satisfaction is proposed. The result indicates that customer satisfaction does play a mediating role in the effect of service value on customer loyalty.

並列關鍵字

Service value ； Customer satisfaction ； Customer loyalty