教育與服務－推廣教育學員品質知覺對滿意度之影響

Education vs. Service-The Impacts of Quality Perception on the Customer Satisfaction in Continuing Education

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

《顧客滿意學刊》 2卷1期 (2006/03) Pp. 27-54

https://doi.org/10.30066/JCS.200603.0002

摘要

在教育商品化的過程中，教育已逐漸被視為一種服務的商品，這個趨勢，尤其在以成人為對象的推廣教育或繼續教育中特別明顯。教育單位也需設法提升學員的滿意度，以因應市場的競爭。在這個過程中，教學單位所銷售的教學產品、整體服務、甚至教學單位與學員間的關係，都會影響學員的滿意度。本研究探討推廣教育學員所知覺之核心與周邊產品品質、服務品質、以及關係品質對學員滿意度的影響“研究結果發現核心的教學品質與其他周邊品質對學員滿意度的影響途徑不同，這個結果除了能顯示學員所重視的產品價值外，亦有助於釐清這些品質概念對推廣教育的意義。

關鍵字

顧客滿意度 ； 服務品質 ； 關係品質 ； 品質知覺 ； 推廣教育

並列摘要

As the supply of education increased and the education itself been commercialized, education providers, especially for the continuing education, face hard competition now and have to increase the customer satisfaction and then loyalty in order to survive in the market. Education has transferred form a teaching-oriented into a customer-oriented activity. This study investigated the impacts of the perceptions of teaching quality, complementary product quality, service quality, and relationship quality on the students' satisfaction in the continuing education. The results show that the student's satisfaction is mainly affected by the teaching quality and the impact of teaching quality on satisfaction is different with the impact of complementary product quality. The results also suggest some implications for the value of service and relationship quality in continuing education.

並列關鍵字

Customer Satisfaction ； Service Quality ； Relationship Quality ； Quality Perception ； Continuing Education

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