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研究生:陳維文
研究生(外文):Wei-wen Chen
論文名稱:補習班購買意願影響因素之研究-以彰化市國中、國小為例
論文名稱(外文):On the Influential Factor of Purchase Intentions in Cram School--Elementary and Junior High Schools in Changhua as an Example
指導教授:黃國忠黃國忠引用關係
指導教授(外文):Kuo-chung Huang
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:78
中文關鍵詞:品牌形象顧客滿意度中介效果服務品質
外文關鍵詞:Service qualityBrand imageCustomer satisfactionMediation effect
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  現代社會少子化,所以家長對於孩子的教育更是細心呵護,對所選擇補習班的條件也愈來愈嚴苛,是希望孩子「贏在起跑點」,進而將孩子送往補習班,所以每年補習班的數量不減反增。補習班為何紛紛設立,因為家長想讓孩子獲得最好的教育,花再多錢都捨得,因此成為業者看中的一塊大餅,但在如此競爭與衝擊的時代裡,隨著消費意識的抬頭,補習班服務品質的優劣、補習班形象的好壞,都已成為影響家長滿意度的關鍵因素之一,補習班如何從眾多的競爭對手中脫穎而出,為補習班管理者探討的重點。因此,本研究旨在探討國中、國小學童家長對於補習班服務品質、品牌形象是否會影響顧客滿意度,進而提升購買意願之研究。本研究以彰化市國中、國小補習班家長做為本研究對象,本研究共發放300份問卷,有效問卷回收率為87.33%。在研究結果顯示:(1)服務品質對顧客滿意度具有正向顯著的影響。(2)品牌形象對顧客滿意度具有正向顯著的影響。(3)服務品質對購買意願具有正向顯著的影響。(4)品牌形象對購買意願具有正向顯著的影響。(5)顧客滿意度對購買意願具有正向顯著的影響。(6)顧客滿意度在服務品質對購買意願間存在部分中介效果。(7)顧客滿意度在品牌形象對購買意願間存在部分中介效果。
  Since birth rate in Taiwan decreases year by year, parents are afraid of their children losing at the beginning, and thus they pay much more attention in children’s education, therefore most of the children study not only in schools but also in cram schools, so cram schools increase rather than decreasing. The study aims to Changhua city elementary and junior high cram school, use parents research. Totally, 300 copies of questionnaires were dispatched and the effective response rate was 82%. The results show that (1) Service quality is significantly affected to customer satisfaction, (2) Brand image is significantly affected to customer satisfaction, (3) Service quality is significantly affected to purchase intention, (4) Brand image is significantly affected to purchase intention, (5) Customer satisfaction has part mediation effect between service quality and purchase intention, (6) Customer satisfaction has part mediation effect between brand image and purchase intention.
中文摘要 i
英文摘要 ii
目錄 iii
表目錄 v
圖目錄 vii
 
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程圖 3
 
第二章 文獻探討 4
2.1 服務品質 4
2.2 品牌形象 10
2.3 顧客滿意度 14
2.4 購買意願 17
2.5 服務品質、顧客滿意度與購買意願 19
2.6 品牌形象、顧客滿意度與購買意願 19
2.7 服務品質與品牌形象 20
 
第三章 研究方法 21
3.1 研究架構 21
3.2 研究假設 22
3.3 各變項之操作性定義與衡量 22
3.4 問卷設計與研究對象之抽樣方法 25
3.5 資料分析與統計方法 27
 
第四章 資料分析 30
4.1 樣本敘述性統計分析 30
4.2 問卷因素分析與信度檢定 34
4.3 獨立樣本T檢定 39
4.4 單因子變異數分析 41
4.5 相關分析 50
4.6 迴歸分析 51
 
第五章 結論與建議 58
5.1 研究結果 58
5.2 管理意涵 60
5.3 研究限制 61
 
參考文獻 62
一、中文部分 62
二、英文部分 64
 
附錄一 正式問卷 72
附錄二 個人簡歷 78
一、中文部分
 
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11.楊智緯 (民94),國際觀光旅館之品牌形象、服務品質與顧客滿意度及忠誠度之研究,南台科技大學休閒事業管理系碩士論文。
 
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