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研究生:顏曉辰
研究生(外文):Yan Hsiao Chen
論文名稱:補教業消費者生活型態、服務品質、與購後行為之研究-以南部某補習機構為例
論文名稱(外文):Consumer life styles, service quality, and behavioral consequences in extended educational industry –a case study of cram schools in southern Taiwan
指導教授:李文智李文智引用關係鄭舜仁鄭舜仁引用關係
指導教授(外文):Li Wen ChihCheng Shun Jen
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:商務經營研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:85
中文關鍵詞:生活型態服務品質購後行為
外文關鍵詞:life styleservice qualitybehavioral consequences
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在蓬勃發展的補教市場中,如果以招生對象來看又以國小、國中初中等教育市場的家數最多、最為激烈、進入障礙低,而進入了彼此廝殺的紅海領域,因此也造成補教市場良莠不齊,家長對於各補教機構的授課方式、教學內容,產品時,就很容易造成眼花潦亂,而不知所措的去選擇,所以常常在選擇後造成不滿意的結果,而導致兩方雙輸的情形,而犧牲掉了孩子的權利,故本研究擬運用企業管理與行銷的觀點針對南部某專為初中等教育學習的補教機構來做分析與暸解,並希望能針對調查的結果擬定適當的營運與行銷策略,以期能幫助經營者更瞭解目標市場及消費者之需求與期望,提升服務品質,進而達到公司經營的目標。
本研究之研究對象為南部某補教業學生家長為研究對象,而樣本獲取方式乃決定採取隨機問卷方式,將問卷發放給學生家長填寫,並予以回收。請學生家長依據消費經驗填答。本研究共發出200份問卷,回收190份,有效問卷144為份,問卷有效回收率為75.78%。
本研究先利用因素分析、集群分析、單因子變異數分析與迴歸方法來作分析,最後的研究結果發現:
一、消費者人口統計變項與其生活型態之間是有影響。
二、不同生活型態區隔與購後行為有影響。
三、不同生活型態區隔與服務品質有影響。
四、服務品質與購後行為有影響。
In the prosperous market of extended educational school, elementary cram schools and junior cram schools are most prevalent, competitive, and accessible. Severe competition occurs among these cram schools, which provide different quality of service in the extended educational industry. As facing the instructional approaches, contents, and programs provided by various cram schools, parents tend to be overwhelmed. As a result, they are not satisfied with the choice they make, while sacrificing their child’s rights.
The present study aimed to examine elementary and junior education provided by cram schools in southern Taiwan, with a perspective of industrial management and marketing. Additionally, appropriate management and marketing policy was made based on the results from the study. Hopefully, the study may help owners of cram schools develop a better understanding of the target market as well as the consumers’ needs and expectations, and improve their service quality, so as to achieve their goals of management.
The subjects of this study are the parents whose children attend the cram school in Southern Taiwan via convenient sampling. According to their consuming experiences, parents can fill out the questionnaires. There are two hundred questionnaires. We received 190 subjects returned, among them were 144 valid questionnaires and the percentages of responses are 75.78%. For analyzing statistics developed through this survey, the study uses Factor Analysis, Cluster Analysis, One-way ANOVA and Regression. After analyzing, this research discovers some findings as follows:
1. Different demographic of consumers and lifestyles have effects.
2. Different lifestyle segmentations and behavioral consequences are truly influenced.
3. Different lifestyle segmentations as well as service quality has interactive connection.
4. It has significant influences on service quality and behavioral consequences.
中文摘要 -------------------------------------------------------------------------- I

英文摘要 -------------------------------------------------------------------------- II

誌謝 -------------------------------------------------------------------------- III

目錄 -------------------------------------------------------------------------- IV

表目錄 -------------------------------------------------------------------------- VI

圖目錄 -------------------------------------------------------------------------- VII

第一章 緒論--------------------------------------------------------------------- 1
第一節 研究背景與動機------------------------------------------------------ 1
第二節 研究目的--------------------------------------------------------------- 3
第三節 研究流程--------------------------------------------------------------- 4
第二章 文獻探討--------------------------------------------------------------- 5
第一節 生活型態--------------------------------------------------------------- 5
第二節 服務品質--------------------------------------------------------------- 10
第三節 購後行為--------------------------------------------------------------- 19
第三章 研究設計與方法------------------------------------------------------ 23
第一節 研究架構-------------------------------------------------------------- 23
第二節 研究假設-------------------------------------------------------------- 24
第三節 研究變數的操作型定義--------------------------------------------- 25
第四節 研究設計--------------------------------------------------------------- 26
第五節 問卷設計--------------------------------------------------------------- 27
第六節 分析方法及架構------------------------------------------------------ 32
第七節 信度與效度分析------------------------------------------------------ 34
第四章 資料分析與研究結果------------------------------------------------ 35
第一節 信度檢定與有效樣本分析------------------------------------------ 35
第二節 因素分析--------------------------------------------------------------- 40
第三節 生活型態集群分析--------------------------------------------------- 48
第四節 人口統計變項與不同生活型態之差異分析--------------------- 50
第五節 不同生活型態與購後行為之差異分析--------------------------- 56
第六節 不同生活型態與服務品質之差異分析--------------------------- 58
第七節 服務品質與購後行為之差異分析--------------------------------- 61
第五章 結論與建議------------------------------------------------------------ 63
第一節 實證結果結論--------------------------------------------------------- 63
第二節 研究結論--------------------------------------------------------------- 65
第三節 實務建議--------------------------------------------------------------- 67
第四節 後續研究之建議------------------------------------------------------ 69
第四節 研究限制--------------------------------------------------------------- 70
參考文獻 -------------------------------------------------------------------------- 71
附錄一 -------------------------------------------------------------------------- 75
一、中文部份
1. 王志剛、謝文雀譯 (1995), Engel,J.F.,R. D. Blackwell and P. W. Miniard,Consumer Behavior,8th ed.,Fort Wort:Dryden Press,台北:華泰。
2. 林師模、陳苑欽(2004),多變量分析-管理上的應用,雙葉書廊有限公司,台北。
3. 吳明隆(2003),SPSS統計應用學習實務,初版,台北:知城數位科技,p3-11。
4. 許士軍(1988),管理學,台北:東華書局。
5. 譚大純、陳正男和賴孟寬(1999),「ICP生活型態量表之信效度檢驗、因素重組與趨勢比較」,中華管理評論,第2卷,第7期,pp.69-80。
6. 袁一如(2003),「兒童補教產業之市場區隔與購買行為」,國立成功大學企業管理學系碩士論文。







二、英文部分
1. Andreason, A. R. (1967), Life Style Pattern, AMA Conference. Proceedings, pp.56- 62.
2. Bearden, W. O., and J. M. Tee, (1983). Selected Determinants of Consumer Satisfaction and Complaint Reports. Journal of Marketing Research, Vol.20, No.1, p.p.21-28.
3. Cronin, J. J. Jr. And S. A. Taylor(1992),"Measuring Service Quality: A Reexamination and Extension," Journal of Marketing,Vol.56,July,pp.55-68.
4. Crosby, P.B.(1979), Quality is Free:The Art of Marketing Quality Certain New York, McGraw-Hill Inc.
5. Day, R. L. and E. L. Landon (1977),“Collecting. Comprehensive Consumer Complaining Data by Surrvey. Research,” Advances in Consumer Research, Vol.3, p.p.263-269 .
6. Engel, J. F., D. T. Kollat and R. D. Blackwell, (1982), Consumer Behavior, 4th ed., Chicago: Dryden Press.
7. Gronroos, C.(1982)“An Applied Service Marketing Theory,” European Journal of Marketing, Vol.16, No7, pp. 30-41.
8. Gronroos, C. (1983) “Strategic Management and Marketing in the Service Sector”. In: Marketing Science Institute, p.35.
9. Hawkins, D. I., R. J. Best and K.A. Coney, (1992), “Consumer Behavior: Implication For Marketing Strategy”, 5th ed, Mass: Irwin.
10. .Lazer, W.(1963),”Life-Style Concepts and Marketing”, Toward Scientific Marketing ,Stephen Greyser, ed., Chicago:American Marketing Association, pp.140-151.
11. Lehtinen, J. R. (1983), “Customer Oriented Service System ”,Service Management Institute Working Paper, p.2.
12. Levitt(1972),”Production-Line Approach to Service” Harvard Business Review ,Vol. 50,pp.41-52.
13. Plummer, J.T.(1974), “The Concept and Application of Life Style Segmentation,” Journal of Marketing , Vol. 38 , pp.33-37.
14. Parasuraman, A. ,V. A. Zeithaml and L. L.Berry (1985)“A Conceptual Model of Service Qualityand its Implication for Future Research”. Journal of Marketing, Vol.49, p.44-48.
15. Parasuraman, A., V. A. Zeithaml, and L.L. Berry (1988), “SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, Vol.64, No1, pp.12-40.
16. Parasuraman, A., V. A. Zeithaml, and L.L. Berry(1994), “Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria”, Journal of Retailing, Vol. 70,No.3, pp.201-230.
17. Parasuraman, A., V. A. Zeithaml, and L.L. Berry (1996),“The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol. 60 , No. 2, p.p.31-46.
18. Reynolds, F. D., W.R. Darden and W. S. Martin (1974), “Developing an Image the Store -Loyal, Customer,” Journal of Retailing , Vol. 50 ,No.4 , pp.73-84.
19. Wells, W.D. and D. J. Tigert (1971) ,“Activities, Interests , and Opinions, ”Journal of Advertising Research, Vol. 11,No.4 , pp 27-35.
20. Wind, Y. and P.E. Green (1974), “Some Conceptual Measurement and Analytical Problem in Life Style Research”, Life Style and Psychographics, Chicago: AMA, pp.122.
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