本文以留學代辦業者之顧客及其利害關係人為主要研究對象,採用焦點群體法來蒐集質性文本資料,意圖探討留學代辦業者之關係行銷、服務品質與顧客滿意度之相關性。研究結果有以下五點命名與討論:(1)效率導向、專業至上;(2)以誠為本、從心出發;(3)口耳相傳、吃好逗相報;(4)量身訂作、以客為尊;(5)服務要親切、要五毛給一塊。 留學代辦業者若欲透過關係行銷及服務品質來增加顧客滿意度,進而達成提昇經營績效之目標的話,本文有以下幾點建議:(1)應善加經營與運用「關係行銷」,來抓住舊客戶的心;(2)強化客製化的「服務品質」,將不同類型的顧客進一步轉換成忠誠的顧客;(3)好的服務品質透過關係行銷,將能協助業者與顧客建立更長久的關係並增加「顧客滿意度」。
The main research objects of this study are the customers and the agency industry stakeholders, which use Focus Group method to collect qualitative data to text and intend to explore the correlation among relationship marketing, service quality & customer satisfaction for Foreign Education Agency. There are five results of this research as follows: (1) Efficiency-oriented & Professional first;(2) Sincerity-oriented & Straight from the heart;(3) Word of mouth & Spread by mouth;(4) Custom-made & Customer-oriented;(5) Friendly service & Touching assistance. If Foreign Education Agency would like to promote customer satisfaction through relationship marketing & service quality to achieve the goal of increasing operational performance, the results of this research have some suggestions as follows:(1) Make the best management and use of "Relationship Marketing" to seize the heart of the old customers. (2) Enhance the "Service Quality" between customers and try to further converted different types of customers into loyal customers. (3) Good Service Quality through the "Relationship Marketing" will help the agency and customers to establish more long-term relationships and increase customer satisfaction.