臺灣博碩士論文加值系統

近年來由於少子化的衝擊，補習班之間的競爭越來越明顯，要在補習學生數量減少的情況下持續維持競爭力，重考生已成為兵家必爭之地，而重考生是否願意再回到原有補習班報名進行輔導，跟補習過程的體驗有著莫大的關係。
本研究主要在針對投入公職補習的考生，探討補習班學生在進入補習班之前對補習班的預期滿意度與實際感受到的滿意度之間的落差，並與後續的忠誠度與再購意願之間的關聯性探討。
本研究針對Ｃ公職補習班學生利用登入系統看課學習前進行網路問卷，共進行一個月，回收有效問卷共1506份，由問卷後的分析得知，考生對補習班的預期服務與補習後的實際體驗服務確實有存在落差，而此落差會影響考生對補習班的忠誠度進而影響到再購意願，因此補習班的服務品質變得更為重要，以滿足考生補習前對該補習班的預期，降低中間的滿意度落差，以此提升考生對該補習班的忠誠度並增加再購意願。

Due to the impact of the “lower birth rate “ phenomenon in the past two decades, the competition between cram schools have been mode serious. In order to maintain competitiveness, this is important to attract the students who have willingness to return to same or different classes to maintain the size of the schools. The students’ intension to re-enroll to the original school, however, depends heavily on their experience during their study duration at the schools.
This study mainly focuses on the candidates who prepare for the examines of public services, and explores the difference between the expected satisfaction of cram students in remedial classes and the actual satisfaction they feel before entering remedial classes, and the correlation between subsequent loyalty and the willingness to re-enroll.
This study took company C, which is the largest cram school in Taiwan for public service examines, as our study case. The current students were asked to answer the online questionnaire through the Internet. A total 1506 valid questionnaires were collected. According to the statistical analysis, there is a significant difference on the candidate's expected service and the courses and the actual experience. This difference would affect the candidate's loyalty to the cram school and thus affect the willingness to enroll again.
The results show that the quality of the service becomes more important to meet the students’ expectations, and the company has to fill in the gap between the students’ expectations and actual experience to increase their satisfaction. By satisfying the students’ expectations, the loyalty to the cram school and the willingness to re-enroll in the school will increase.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 服務品質 6
第二節 顧客滿意度 13
第三節 顧客忠誠度 16
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假設 21
第三節 研究對象 21
第四節　抽樣方式與問卷設計 22
第五節 研究工具 26
第四章 資料分析 29
第一節 問卷回收與人口敘述統計結果分析 29
第二節 信、效度分析 34
第三節 變異數分析 42
第四節 迴歸分析 53
第五章 結論與建議 58
第一節 研究結論 58
第二節 研究建議 58
第三節 研究限制 59
參考書目 60
附錄一、本研究問卷 63

參考書目
一、中文部分
期刊與論文
邱博賢（2003）。觀光意象、滿意度與行為意向間關聯之研究－以宜蘭地區四大休閒農場為例（未出版之碩士論文）。世新大學，台北。
林俊昇（2005）。不同類型遊客的遊憩動機與滿意度對重遊意願之關聯性分析－以渡假型休閒農場為例。戶外遊憩研究，18（2），25-47。
周聰佑、許家倫（2008）。產品創新對顧客忠誠度影響之探討。朝陽商管評論，第7卷，第1期，第1-26頁。
湯宗泰與劉文良(2008)，顧客關係管理，全華圖書。
盧國光(2009)，服務品質、顧客滿意與忠誠度關係之研究-以中華電信光纖（FTTX）用戶為例，朝陽科技大學工業工程與管理系碩士班碩士學位論文。
魏文欽、林怡君（2010）品牌形象與顧客忠誠度關係之實證研究-知覺價值混合效果之探討。中華理論結構模式LISREL學會，第3卷，第1期，第45-67頁。

網路資源
考選部全球資訊網站
https://wwwc.moex.gov.tw/main/ExamReport/wFrmExamStatistics.aspx?menu_id=158

二、西文部分
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