品牌形象、服務品質、顧客關係、滿意度與行為意向關係之研究－以兒童補教業為例

An investigation of Relationship between Brand Image, Service Quality, Customer Relationship,Satisfaction& Behavioral Intention – A Study of Children’s Extracurricular Education Business

許芳碧(Fang-Pi, Hsu)

指導教授 ： 黃曼琴

淡江大學/管理學院/全球華商經營管理數位學習碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00554

摘要

本研究以品牌形象、服務品質、顧客關係等變項為基礎，試圖瞭解家長對於選擇兒童補習班的想法及認知，再者什麼樣的品牌形象、服務品質以及顧客關係才能讓家長感到滿意，茲將研究的結果提供給兒童補習班服務市場的經營者建議，以達兒童補教業服務市場經營者永續經營的目標。本研究以國小安親、技藝類別的補習班的品牌形象、服務品質、顧客關係、滿意度與行為意向為研究範圍，主要研究對象選擇以新竹縣新豐鄉安親/才藝/補習班的國小學童家長，並發放300份問卷，回收有效問卷285份，回收有效率為95%，並利用SPSS12.0進行統計分析。
本研究經實證發現結果顯示擁有良好品牌的補教業者，較能獲得學童家長的認同，也更有些家長會因此而捨近求遠地的將孩子帶到教室學習，並以在此系統下的學習為傲。學童或家長若有任何反應或問題時，老師或行政人員可以隨時的答覆與處理，使其獲得滿意的解決並接受，即可提高服務品質，正面效益就更高。顧客於服務的過程當中，顧客關係之互動維繫越佳，則越容易獲得顧客滿意，此時顧客的反應往往會因而對業者產生偏好或忽略同業競爭等。
補習班業者的利潤和成長主要是來自顧客的忠誠行為，而顧客的行為意向則受到顧客滿意度直接的影響，因此，建議安親/才藝補習班業者應積極維持顧客關係、提升服務品質並盡量提高及維持品牌形象，尤其是在品牌形象建立後，更可以善用其附加價值，節省企業的廣告及促銷費用，作為提昇競爭力之有效辦法。

關鍵字

品牌形象 ； 服務品質 ； 顧客關係 ； 兒童補教業

並列摘要

This study is based on the variables of Brand Image, Service Quality, and Customer Relationship. The result will provide suggestions to the owner of cram school for children service market to meet the sustainable development in this business. In order to do so, we should understand the ideas of parents about choosing cram school, also what kind of Brand Image, Service Quality, and Customer Relationship would meet their satisfaction.
This study is focus on cram school’s Brand Image, Service Quality, Customer Relationship, Satisfaction and behavioral intentions. The main study group is the student’s parents who live in Sinfong township, Hsinchu county. We send out 300 questionnaires, and 285 valid questionnaires were returned. The return rate is 95% and we use SPSS12.0 to analyze the questionnaires.
Those cram schools that have good brand image are preferred by the parents in this study. Some parents would send their children to those schools no matter what the cost is and are proud that their children can study there. The faculties and teachers can react to any problem or questions to the children or their parents at any time to improve their service quality. And depends of how the problem to be handled, the benefit would be gained. Also during the process, the relationship between customers and school would be better and could easily satisfy customers. The customer will be preferred to come back to us rather than other schools.
The profits and growth of a cram school come from Customer loyalty and are affected directly by the satisfactions of the customers. Therefore, we recommend the owners should actively maintain their customer relationship, improve their service quality and keep positive brand image. After establish a great brand image, take advantage of its added value and save the cost of advertising and promotion to improve competitiveness of the school.

並列關鍵字

An investigation of Relationship between Brand Imag ； Service Quality ； Customer Relationship ； A Study of Children’s Extracurricular Education Business

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