升大學補習班關係行銷之研究：以桃園縣某文教機構為例

A Study on the Relationship Marketing of Cram Schools for College Entrance Exams: Using a Certain Cram School in Taoyuan County as an Example

李莉蒨(Li-Chien Lee)

指導教授 ： 謝登旺

元智大學/資訊學院/資訊社會學碩士學位學程/碩士(2012年)

摘要

本論文係探討升大學補習班關係行銷之研究，補教業者如何維持、提升補習班「產品」與關係品質、關係強度之關連，另根據關係行銷之關係品質、關係強度及企業形象等相關理論加以分析，以探究是否影響顧客之購買意圖，並對補習班關係行銷執行之成效，提出具體可行之建議，以達到補習班永續經營的目標。
本研究透過文獻分析、資料蒐集、個案研究、深入訪談及分析探討，研究結果發現：
一、關係品質對企業形象之影響呈現正向相關，良好的企業形象較容易取得消費者等顧客群的信任與好感，補習班所提供優質的關係品質時，對補習班企業形象的認同程度亦有加乘的效果。
二、關係強度對企業形象之影響密切，因補習班與學生、家長等顧客群經常之聯繫、接觸，自然會增強彼此互動關係而提高信任感，補教業者之顧客導向愈大，愈能增強顧客與補習班間之關係，愈能提升顧客關係強度。
三、滿意、信任、承諾之關係品質對顧客關係強度之影響是相輔相成的，關係強度的影響層面包括顧客滿意度、信任度及承諾等三個層面，當顧客對補習班滿意度越高時，愈能提升渠等與補習班員工的承諾意圖，也會因而對補習班產生較高的信任，進而讓彼此關係加強，因此，互動關係愈頻密，愈可提升企業之關係品質，彼此關係是相輔相成的。
四、關係品質、關係強度及企業形象對購買意圖有直接之影響。
最後，依據本研究之結果，對補習班及教育行政機關提出建議，冀提供補教業者及教育相關單位與未來研究者參考。

關鍵字

補習班 ； 關係行銷 ； 關係品質 ； 關係強度 ； 企業形象 ； 購買意圖

並列摘要

This thesis discusses the relationship marketing practices of cram schools for college entrance exams, as well as the correlation between the sales performance of cram schools and their relationship marketing practices. It tries to analyze that correlation from the angle of corporate image and the relationship marketing, including the quality and intensity of the relationships in question.
The findings of the research of this thesis that included interviews, case study and review and analysis of available literature can be summarized as follow:
1. The quality of relationships has a positive correlation to the corporate image of the cram school. Those cram schools with a good corporate image have a better chance of winning the trust and favorable opinion of customers. Likewise, cram schools with excellent relationships would have a better corporate image that customers would approve.
2. The intensity of relationships are crucial to the corporal image of cram schools. Where relationships are close due to frequent contacts among cram schools faculty and staff and students and their parents, deeper trust can be observed. The more customer-oriented cram schools often are those which have better relationships with their customers.
3. Satisfaction, trust and commitment are the three dimensions that affect the intensity of relationships and they are correlated. When customers are more satisfied with the service provided by their cram school, they would be more likely to commit to the staff of the school and therefore have a deeper trust on the cram school. One thing leads to another and relationships between them becomes stronger and stronger.
4. The quality and intensity of relationships and the corporate image of the cram school has a direct effect on whether customers would patronize them or not.
The findings of this study are provided to cram schools and educational institutions for their reference.

並列關鍵字

intensity of relationships ； corporate image ； purchase intention ； cram school ； relationship marketing ； quality of relationships

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