臺灣博碩士論文加值系統

教育從古至今都得到社會的重視，在社會與發展扮演重要的角色。推廣教育是這一個時代的一項刻不容緩的任務。任何一個國家只有將教育當作是一項中心議題才能實現繁榮。幾年來不僅在國立還是私人補習班，顧客導向漸漸變成熟悉口號，因而提供顧客導向之服務與產品成為市場的營救經營原則。再說補習班也要因社會商業化程度增加、快速成長知識、提升知識價值使得教育商品逐漸增強。教育早已被視為服務機構，同時補習班被認為一定要達成顧客即學生之期望與需求。補習班一直以來被視為教育產品的設計與提供者，補習班提供的商品都具有主觀判斷決定，學生就是補習班所服務的對象，學生從自我的道德價值進行自我評估的滿意與信任成為學校效度與信度之衡量指標。因此補習班必須提升學生之滿意與信任，與學生建立長久雙方關係。
因此，本研究將觀察到的這些現象做為研究背景與動機。整合過去學者的研究與理論，發展顧客導向、形象價值、情感價值、信任、滿意與顧客忠誠度之間的概念。
本研究以補習班學生為實證研究之對象，探討個變數間之關係，並將其運用於補習班產業中，期望能對行銷理論與實務有所貢獻。本研究發現顧客導向對形象價值顯著影響、顧客導向對情感價值顯著影響、形象價值對關係品質顯著影響、情感價值對關係品質顯著影響、信任與滿意對顧客忠誠度顯著影響。

Education is considered to play an important role in social, popularing education is always a special mission. The development of a country usually begins from education. Nowadays, customer orientation becomes more and more popular not also in government school but also in private school. Besides, education organization is relised to be a business model, gives away many beautiful values to thousands and thousands students. Schools give educational values to students, and students are the customers of school. Based on students of satisfaction and trusts, schools will find the solutions and elevate the brand performance.
As the result, this study observes the phenomenon as the research background and motivation. Through the integration of the past researches, this research has developed a customer orientation, brand value, emotion value, trust, satisfaction and customer loyalty of the theoretical framework.
　　In this study, an empirical investigation education industry to explore the relationship between the variables, and to develop marketing strategy for the industry as a reference, hoping to contribute to the development of its strategy.
The result indicates that: customer orientation has significant positive effect on customer value (brand value and emotion value), customer value has significant positive effect on relationship quality (trust and satisfaction), relationship quality (trust and satisfaction) has significant positive effect on customer loyalty.

目錄

摘　要 i
ABSTRACT iii
誌　謝 v
目錄 vii
表目錄 xi
圖目錄 xiii
第一章　緒論 1
1.1 研究動機與問題 1
1.2 研究目的 3
1.3 研究範圍 4
1.4研究流程 4
第二章　文獻探討 6
2.1 顧客導向 6
2.1.1 顧客導向定義 6
2.1.2顧客導向衡量構面 8
2.2 顧客價值 10
2.2.1顧客價值定義 11
2.2.2顧客價值衡量構面 12
2.3關係品質 13
2.3.1關係品質定義 13
2.3.2關係品質衡量構面 14
2.4 顧客忠誠度 16
2.4.1顧客忠誠度定義 17
2.4.2顧客忠誠度衡量構面 18
2.5顧客導向對顧客價值、關係品質及顧客忠誠度之影響 19
2.5.1顧客導向對顧客價值之影響 19
2.5.2顧客價值對關係品質之影響 20
2.5.3關係品質對顧客忠誠度之影響 22
第三章　研究方法 24
3.1 研究架構 24
3.2研究假設 25
3.3研究變數的定義與衡量 25
3.3.1顧客導向 26
3.3.2顧客價值 26
3.3.3 關係品質 27
3.3.4顧客忠誠度 28
3.3.5人口統計變數 29
3.4研究對象與抽樣設計 29
3.4.1研究地區與對象 30
3.4.2抽樣方法與樣本大小 30
3.5問卷蒐集與回收分析 30
3.5.1問卷發放 30
3.5.2 問卷回收 31
3.6資料分析方法 31
3.6.1 敘述性統計分析 31
3.6.2 信度與效度分析 32
3.6.2.1 信度分析 32
3.6.2.2 效度分析 32
3.6.3因素分析 33
3.6.4 Pearson相關分析 34
3.6.5 結構方程模式分析 34
第四章　資料分析與結果 35
4.1 受訪者資料之分析 35
4.1.1受訪者性別 35
4.1.2受訪者年齡資料與抽樣比例 35
4.1.3受訪者教育程度 36
4.1.4受訪者居住地概況 36
4.1.5受訪者職業 37
4.1.6 受訪者願意支付之費用 38
4.2 信度與效度分析 38
4.2.1 信度分析 38
4.2.2. 效度分析 39
4.3因素分析 42
4.4 Pearson 相關分析 43
4.5 AMOS模式配適度評鑑 44
4.6模式之假設檢定 48
4.6.1 顧客導向對顧客價值之影響 48
4.6.2 顧客價值對關係品質之影響 50
4.6.3 關係品質對顧客忠誠度之影響 52
4.7變數間影響效果分析 54
第五章 研究結論與建議 58
5.1 研究結論 58
5.2 理論貢獻與實務意涵 60
5.2.1 理論貢獻 61
5.2.2 實務意涵 62
5.3 研究限制 63
5.4 未來研究建議 64
參考文獻 66
附錄：研究問卷 76

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