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研究生:陳怡蓁
論文名稱:教學服務滿意度衡量之跨觀點探討--以某華語教學機構為對象
指導教授:譚大純譚大純引用關係
學位類別:碩士
校院名稱:國立高雄師範大學
系所名稱:人力與知識管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:57
中文關鍵詞:滿意度再購意願推薦意願抱怨意願華語教學
外文關鍵詞:SatisfactionSecond purchases behaviorRecommendation behaviorComplains behaviorChinese language teaching
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近幾年來,全球中文熱,目前世界正吹起一股華語風。為因應這股華語的熱浪來襲,對外華語文教學(Teaching Chinese as a Second/Foreign Language,簡稱TCS/FL)工作,已在全球各地如雨後春筍班快速成長。來台灣學習華語之外籍生,其母語不勝枚舉,以往得經由長期學習,方能達成與華人社會溝通功能之教學模式,已無法滿足學生的需求。第一線的華語教師如何在短期內提升外籍生華語文能力,使旅居當地的外國人士能快速地融入本地的生活,成為外籍學生來台學習華語之主要目的。
當各地的華語機構應運而生時,外國人士不僅挑環境,更挑師資,所以教學服務滿意度之優劣成了各華語中心招生成敗的原因。本文研究對象為某華語教學機構,採用問卷調查法,教學服務滿意度衡量之跨觀點探討,本研究結果:
1.「組合評分法」測得之滿意度與直接績效評分法測得之滿意度呈正向關係。--大部分支持。
2.「再購意願法」測得之滿意度與直接績效評分法測得之滿意度呈正向關係。--大部分支持。
3.具「推薦意願法」測得之顧客其直接績效評分法測得之滿意度較不具推薦意願者高。--大部分支持。
4.「抱怨意願法」測得之滿意度與直接績效評分法測得之滿意度呈負向關係。--部分支持。

教學服務滿意度的衡量並非只靠單一因素,因文化背景不同、個人觀感的不同,都會對衡量出的教學服務滿意度產生落差。本研究除了探討外籍生從華語機構學習後對機構的滿意度衡量「再購意願」、「推薦意願」與「抱怨意願」三者之間的關係。從中得知最令外籍生滿意的地方及最不能接受亟欲改善的地方,都是影響相關機構日後行銷方面的重要指標。如何從滿意度來衡量教學服務,走向更優質的服務品質,對實務界深具意義。

Recent years, Chinese language study has become a fashion worldwide. As a result of popularization in Chinese language learning, Teaching Chinese as a Second/Foreign Language (TCS/FL) program has been developed and increased speedily these years all over the world. Therefore, lots of foreign students come to Taiwan for learning Chinese; however, it’s no longer to be satisfied to those foreign learners that approach to build up a well communication bridge to the Chinese social environment, through studying over a long period of time. Consequently, the Chinese language teachers have to change and improve their teaching mode, not only to enhance foreign student’s Chinese ability in a short period of time, but also help those foreign students blend with Taiwanese local life as soon as possible. This is also the main purpose to come to Taiwan to learn Chinese language for all foreign learners.

By the increase of Chinese language education institution all over the Taiwan, foreign learners like to choose institutions depends on the environments, and qualified teacher team, therefore, the education service satisfaction has become an important issue that has effects on the success of recruiting for most Chinese language education institutions in Taiwan. This study introduces a certain Chinese language education institution, adopting questionnaires, discussing further viewpoint of education service satisfaction measurement, the study results as below:
1. The satisfaction of combination score method and direct achievement score method shows a positive relevance. --Almost support.
2. The satisfaction of second purchases behavior method and direct achievement score method shows a positive relevance. -- Almost support.
3. The customers satisfaction of recommend score method and direct achievement score method shows a positive relevance more then not to recommend high. -- Almost support.
4. The satisfaction of complains behavior method and direct achievement score method shows a negative relevance. ---Partial support.
The measurement of education service satisfaction is not depends on a single factor, there are more factors affects on the measurement result of education service satisfaction, such as the diverse knowledge background, personal perspectives. Therefore, this study discusses the satisfaction measurement of foreign learners, after they finished education in the Chinese language education institution, such like the relationship of their second purchases behavior, Recommends behavior, and complains behavior. Therefore to recognize both the most satisfied factors and the most dislike that needs to be improved factors, those are important indicates to such education institutions approach to their future sales and marketing improvement. As a result, employing satisfaction as a method to measure education service helps the service improved into a higher quality, which brings a great significance to current Chinese language education institution industry.

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 研究範圍與研究限制………………………………………………..3
第四節 名詞釋義……………………………………………………………..3
第五節 研究流程……………………………………………………………..4
第二章 文獻探討……………………………………………………………….. ...6
第一節 顧客滿意度…………………………………………………………..6
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 問卷設計…………………………………………………………….21
第四節 統計分析方法……………………………………………………….28
第四章 資料分析與結果……………………………………………………….. ..30
第一節 問卷回收與樣本結構分析………………………………………….30
第二節 敘述性統計分析…………………………………………………….32
第三節 信度分析…………………………………………………………….33
第四節 相關分析…………………………………………………………….34
第五節 人口統計與各構面之差異分析…………………………………….35
第五章 結論與建議………………………………………………………..……...45
第一節 研究結論…………………………………………………………….45
第二節 管理意涵…………………………………………………………….48
第三節 研究貢獻…………………………………………………………….49
第四節 建議………………………………………………………………….50
第五節 研究限制與後續研究建議………………………………………….51
參考書目…………………………………………………………………………...52
一、 中文部分……………………………………………………………….52
二、 英文部分……………………………………………………………….53
附錄一、正式問卷………………………………………………………………...56




表 次
表2-2 顧客滿意度之定義彙整表…………………………………………………8
表2-3 顧客滿意度之衡量構面…………………………………………………..15
表3-2 問卷初稿總表……………………………………………………………..21
表3-3 組合評分法………………………………………………………………..25
表3-4 再購意願…………………………………………………………………..26
表3-5 推薦意願…………………………………………………………………..27
表3-6 抱怨意願…………………………………………………………………..27
表4-1 某華語機構問卷回收統計總表…………………………………………..30
表4-2 某華語機構學員基本資料分析…………………………………………..31
表4-3 教學滿意度之平均值與標準差…………………………………………..32
表4-4 對華語班滿意度之信度分析……………………………………………..33
表4-5 各變項與構面之平均數、標準差及相關係數…………………………..34
表4-6 不同國籍對各構面之單因子變異數分析………………………………..35
表4-7 不同教育程度對各構面之單因子變異數分析…………………………..36
表4-8 不同就讀時間對各構面之單因子變異數分析…………………………..37
表4-9 不同學習目的對各構面之單因子變異數分析…………………………..37
表4-10 繼續選華語班的課程之差異性分析…………………………………....38
表4-11 不願意續讀原因次數分析表…………………………………………....39
表4-12 願意介紹其他同學選華語班課程之差異性分析……………………....40
表4-13 認為華語班有改進的必要之差異性分析……………………………....41
表4-14 願意繼續選華語班的課程對背景之差異性分析……………………....42
表4-15 願意介紹其他同學選華語班課程對背景之差異性分析……………....43
表4-16 認為華語班有改進的必要對背景之差異性分析……………………....43

圖 次
圖1-1 研究流程圖………………………………………………………………….5
圖2-1 期望失驗理論模式…………………………………………………………14
圖3-1 研究架構圖…………………………………………………………………20



一、中文部分
1. 呂惠萍 (1995),顧客滿意,管理雜誌,第24 期,第42 頁。
2. 沈益宏 (2004),「探索台灣地區企業界服務顧客滿意度整合分析研究執行之問題」,大葉大學事業經營研究所未出版碩士論文。
3. 周華泰、黃俊英、郭德賓 (1999),服務品質與顧客滿意評量模式之比較研究。輔仁管理評論,6(1),46。
4. 林東正 (2002),企業市場顧客滿意構面之探討:以資訊系統委外發展為例,國立台北大學企業管理研究所未出版博士論文。
5. 施豐坤 (2006),「服務品質與顧客滿意之研究-以補習班為例」,逢甲大學經營管理研究所碩士論文。
6. 張春興 (1986),「心理學」,東華書局,pp.472。
7. 郭德賓 (2000),「服務業顧客滿意評量之重新檢測與驗證」,中山管理評論,春季號 第8 卷,第1 期,頁153-200。
8. 陳沅易 (1999),「服務品質與關係行銷對顧客信任與滿意度的影響-以投信機構為例」,國立政治大學國際貿易學系未出版碩士論文。
9. 楊敏翔 (1997),員工特質、工作特性、服務氣候、與福祉氣候對員工滿意度及顧客滿意度關係之研究-以資訊服務業為例。中原大學企業管理學系未出版碩士論文。
10. 廖采如 (1998),顧客滿意度模型之探討-兼論不一致性、涉入程度的影響,國立中央大學企業管理研究所碩士論文。
11. 蘇雲華 (1996),「服務品質衡量方法之比較研究」,國立中山大學企業管理研究所博士論文。
12.曾光華 (2010),行銷管理,四版,台北:前程文化。












二、英文部分
1. Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Exception and Satisfaction. Journal of Marketing Research, Vol.2, pp.244-249.
2. Churchill, G. A. and Suprenant C. (1982). An Investigation Into the Determinants of Customer Satisfaction. Journal of Marketing Research Vol.19, pp.491-504.
3. Cronin, J. J. Jr. and Taylor, S. A., (1992) Measuring Service Quality:Reexamination and Extension, Journal of Marketing,Vol. 56,pp. 55-68.
4. Cronin, J. J. Jr. and Taylor, S. A., (1992) Measuring Service Quality:Reexamination and Extension, Journal of Marketing,Vol. 56,pp. 55-68.
5. Cronin, J. J., Jr. and Taylor, S. A. (1982), Measuring service quality: A re-examination and extension, Journal of Marketing, Vol. 56, pp.56-68.
6. Engel, J. F., Blackwell R. D., and Miniard P. W., (1994 )Comsumer Behavior, The Dryden Press.
7. Fornell, Claes, (1992)A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing,Vol. 56,pp.6-21.
8. Fournier, S. and Mick, D. G. (1999). Rediscovering Satisfaction. Journal of Marketing, Vol.63, pp.5-23.
9. Hampel, D. J., (1977)The conceptualization of consumer satisfaction and dissatisfaction, Cambridge,Mass:Marketing science institute.
10. Hausknecht, D.C., (1990)Measurement scales in customer satisfaction and dissatisfaction, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,pp.1-11.
11. Howard, J. A. and Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: John Willy and Sons.
12. Howard, J. A. and Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: John Willy and Sons.
13. Hunt, Keith H., (1977)Conceptualization and Measurement of consumer satisfaction and dissatisfaction, Cambridge,Mass:Marketing science institute.
14. Kotler, P.(1991). Marketing Management: Analysis, Planning, Implementation and Control, 7th ed., Prentice-Hall, Englewood Cliffs, NJ,pp.246-249.
15. Lebow, J. (1982). Consumer satisfaction with mental health treatment. Psychological Bulletin, Vol.91(2), pp. 244-259.
16. Muller, W (1991). Gaining Competitive Advantage Through Customer Satisfaction, European Management Journal, pp:.201-221.
17. Oliver, R. L. and Linda, G. (1981). Effects of Satisfaction and Its Antecedents on Consumer Preference and Intention. In Advances in Consumer Research. Ed. Monroe, K. B., Ann Arbor,MI: Association for Consumer Research,pp. 88-93.
18. Oliver, R. L. (1993). Cognitive, affective, and attribute base of the satisfaction response. Journal of Consumer Research, 20(December), pp.418-430.
19. Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer, N.Y.: McGraw-Hill.
20. Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer, N.Y.: McGraw-Hill.
21. Oliver, R. L., (1980) A cognitive model of the antecedents and consequences of satisfaction decision, Journal of marketing research, November, pp.460-469.
22. Oliver, R. L., (1981) Measurement and Evaluation of Satisfaction Process in Retail Settings, Journal of Retailing,Vol. 57,pp.25-47.
23. Oliver,R. L., (1980) A cognitive model of the antecedents and consequences of satisfaction decision, Journal of Marketing Research, November,pp.460-469.
24. Parasuraman, A., Zeithaml, V. A., &; Berry, L. L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, Vol. 49, pp.41-50.
25. Parasuraman, A., Zeithaml, V. A., &; Berry, L. L. (1988), SERVQUAL a multiple-item scale for measuring consumer perception of service quality, Journal of Marketing, 64,13-40.
26. Parasuraman, A., Zeithaml, V. A., &; Berry, L. L. (1988), SERVQUAL a multiple-item scale for measuring consumer perception of service quality, Journal of Marketing, Vol. 64,pp.13-40.
27. Rust Roland T. and Richard L. Oliver, (1994) Service Quality: Insights and Managerial Implication from the Frontier, New York:Sage Publications.
28. Rust Roland T. and Richard L. Oliver, (1994)Service Quality: Insights and Managerial Implication from the Frontier, New York:Sage Publications.
29. Singh, J. and Widing R. E., (1991) What occurs once consumers complain, European journal of marketing,pp.30-46.
30. Tse, D. K. and Wilton P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research 25(May),pp.204-212.
31. Westbrook, R. A. (1980) . A rating scale for measuring product /service satisfaction. Journal of Marketing, 44(3), pp.68-72.
32. Wirtz, Jochen and John Bateson E. G., (1995) An Experimental Investigation of Halo Effects in Satisfaction Measures of Service Attributes, International Journal of Service Industry Management,Vol. 6,pp. 84-102.
33. Wirtz,Jochen and John Bateson E.G., (1995) An Experimental Investigation of Halo Effects in Satisfaction Measures of Service Attributes, International Journal of Service Industry Management, Vol. 6,pp. 84-102.
34. Woodruff, Robert B, Ernest R. Cadotte and Roger Jenkins L., (1993)Modeling Consumer Satisfaction Processes Using Experience-Based Norms, Journal of Marketing Research,Vol.20pp.296-304.

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