臺灣博碩士論文加值系統

中文摘要
　　本研究旨在了解台灣心理諮商市場之現況，以SERVQUAL量表為基礎編製諮商滿意度量表，將行銷概念與心理諮商作一跨領域的應用，以探討不同背景變項的心理諮商當事人其滿意度與忠誠度之關係。
　　本研究採便利抽樣，調查78位付費心理諮商當事人後發現：
一、求助當事人女性多於男性、24~29歲為大宗、求助時學歷以大學、碩士最多，求助機構與服務提供者以心理諮商所與心理諮商師為最。
二、當事人在服務接觸的滿意度高低依次為諮商師、行政人員、機構本身。而滿意度的五大向度，則以「保證性」最高，接續為「反應性」、「可靠性」、「同理性」、「有形性」。
三、不論是意向忠誠度或是行為忠誠度，皆達到中等程度之上。
四、是否為諮商相關背景及不同年齡的當事人在諮商的滿意度上有顯著差異。
五、是否為諮商相關背景及不同諮商狀態的當事人在意向忠誠上有顯著差異。
六、不同背景當事人在行為忠誠上則沒有顯著不同。
七、諮商滿意度與忠誠度具有正相關。
八、諮商滿意度對意向忠誠與行為忠誠皆有預測力；意向忠誠對行為忠誠具有預測力。

　　依據上述研究結果，本研究針對心理諮商市場行銷與經營，以及後續研究提出建議。

Abstract
This dissertation is aimed at comprehending the recent circumstances of psychological counseling market in Taiwan. Using SERVQUAL as the basic approach to develop the counseling satisfaction scale and combining marketing concept with counseling for interdisciplinary application, it will examine different background variables to explore the relationship between satisfaction and loyalty of counseling clients.
This study employs convenient sampling and shows following discoveries after investigating 78 counseling clients:
1.Females apply for psychological counseling service more than males. The majority of clients locate between the ages of 24 and 29, and the dominant education level of clients is Bachelor and Master Degrees. Psychological counseling institutions and counselors are most often consulted by clients.
2.The ratings of client satisfaction with service encounters from high to low are that of the counselor, the administrative staff, and the institution. As for the client satisfaction with the five aspects of service quality, assurance is ranked first, while responsiveness second, reliability third, empathy fourth, and tangibility last.
3.Both conative loyalty and action loyalty of clients to psychological counseling are above middle level.
4.There are significant differences in client counseling satisfaction between the clients’ backgrounds (counseling or non-counseling related) and their ages.
5.There are significant differences in conative loyalty between the clients’ backgrounds (counseling or non-counseling related) and their circumstances (in counseling service or not).
6.There is no significant difference in action loyalty between clients from different backgrounds.
7.A positive correlation exists between client counseling satisfaction and loyalty.
8.Client counseling satisfaction has predicative power for conative loyalty and action loyalty. Conative loyalty has predicative power for action loyalty.
On the basis of above results, suggestions for marketing and management of psychological counseling market in Taiwan and for follow-up researches on this topic will then be provided in the end of the study.

目次
頁次
中文摘要 I
英文摘要 II
謝辭 III
目次 V
表次 VI
圖次 VII
附錄次 VIII

第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 6
第三節 研究問題 7
第四節 名詞釋義 8
第二章 文獻探討 10
第一節 社區心理諮商的發展與行銷概念的運用 10
第二節 心理諮商當事人滿意度之相關概念與研究 36
第三節 心理諮商當事人忠誠度之相關概念與研究 50
第四節 心理諮商當事人滿意度與忠誠度之關係與相關研究 56
第三章 研究方法 68
第一節 研究架構與研究假設 68
第二節 研究樣本與抽樣方式 70
第三節 研究工具 71
第四節 研究與實施程序 81
第五節 資料分析 83
第四章 研究結果與討論 85
第一節 心理諮商當事人之諮商滿意度與忠誠度現況分析 85
第二節 不同背景當事人在諮商滿意度的差異分析 98
第三節 不同背景當事人在諮商忠誠度的差異分析 101
第四節 心理諮商當事人滿意度與忠誠度間的關係之分析 105
第五章 結論與建議 110
第一節 研究發現與結論 110
第二節 研究限制 113
第三節 建議 115
參考文獻
中文部分 122
英文部分 126
附錄 134


表次
表2-2-1 期待、實際表現與滿意關係表 39
表2-2-2 服務品質量表之比較 42
表2-2-3 SERVQUAL的五大構念與組成因素 45
表3-3-1　SERVQUAL量表與個案滿意度量表構念意涵對照表 73
表3-3-2 個案滿意度各構念的題項分布 74
表3-3-4 個案忠誠度之分量表、向度、題號與題數摘要表 75
表3-4-1 諮商滿意度量表的信度考驗 76
表3-4-2 忠誠度量表的信度考驗 77
表3-4-3 諮商滿意度量表五大向度之分層因素分析摘要表 78
表3-4-4 意向忠誠量表因素分析摘要表 80
表4-1-1 研究樣本背景變項人數分布情形 85
表4-1-2　當事人諮商滿意度描述統計摘要表 89
表4-1-3　諮商當事人忠誠度描述統計摘要表 93
表4-1-4　行為忠誠各題項反應之分析摘要表 94
表4-1-5 諮商當事人轉換原因之百分比統計表 96
表4-2-1 不同背景諮商當事人在滿意度上之t考驗分析摘要表 99
表4-2-2 不同年齡與求助時學歷的諮商當事人在滿意度上
之描述統計摘要表 100
表4-2-3 不同年齡與求助時學歷的諮商當事人在滿意度上
之變異數分析摘要 100
表4-3-1 不同背景諮商當事人在意向忠誠上之t考驗分析摘要表 102
表4-3-2 不同年齡與求助時學歷的諮商當事人在意向忠誠上
之描述統計摘要 102
表4-3-3 不同年齡與求助時學歷的諮商當事人在意向忠誠上
之變異數分析摘要表 103
表4-3-4 不同背景諮商當事人在行為忠誠上之t考驗分析摘要表 104
表4-3-5 不同年齡與求助時學歷的諮商當事人在行為忠誠上
之描述統計摘要 104
表4-3-6 不同年齡與求助時學歷的諮商當事人在行為忠誠上
之變異數分析摘要表 105
表4-4-1 諮商滿意度與忠誠度的相關係數摘要表 106
表4-4-2 諮商滿意度對意向忠誠之迴歸分析摘要表 108
表4-4-3 諮商滿意度對行為忠誠之迴歸分析摘要表 108
表4-4-4 意向忠誠對行為忠誠之迴歸分析摘要表 109

圖次
圖2-1-1 Kleinman的醫療系統架構圖 14
圖2-1-2 營利與非營利組織與顧客的交換關係 22
圖2-1-3 4Ps與4Cs的相對應概念 25
圖2-2-1 顧客認知服務品質模式 40
圖3-1-1 研究架構圖 68

附錄次
附錄一：機構邀請函 134
附錄二：諮商當事人邀請函 135
附錄三：研究的重要性說明函 136
附錄四：專家審查邀請函 137
附錄五：專家審查效度學者專家建議及回應方式整理表 139
附錄六：研究問卷 143

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