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研究生:黃馨儀
研究生(外文):HUANG, HSIN-YI
論文名稱:兒童美語機構品牌聯想、服務涉入、顧客知覺價值與顧客滿意度關聯性之研究
論文名稱(外文):Brand Association 、Service Involvement 、Customer Perceived Value &Customers' Satisfaction of Children’s English Cram School
指導教授:林文寶林文寶引用關係
指導教授(外文):LIN, WEN-BAO
口試委員:林文寶江哲超謝秉蓉
口試委員(外文):LIN, WEN-BAOCHIANG, CHE-CHAOHSIEH, BING-RONG
口試日期:2017-07-13
學位類別:碩士
校院名稱:國立高雄師範大學
系所名稱:事業經營學系
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:2017
畢業學年度:105
語文別:中文
論文頁數:81
中文關鍵詞:品牌聯想服務涉入顧客知覺價值顧客滿意度
外文關鍵詞:Brand AssociationService InvolvementCustomer Perceived ValueCustomers Satisfaction Degree
相關次數:
  • 被引用被引用:5
  • 點閱點閱:206
  • 評分評分:
  • 下載下載:9
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中文摘要
近年來出生率下降、學生來源縮減,補習班又如雨後春筍般的倍增,在面臨競爭激烈的環境中, 經營者針對補習班行銷策略之方面,必須有更好的方法與創新之方式,才能造成「兒童美語補習班」永續經營,發展之成功與招生之順利。本研究主要探討及瞭解兒童美語機構「品牌聯想」、 「服務涉入」、「顧客知覺價值」及「顧客滿意度」之關聯性。
本研究係採用「問卷調查法」蒐集及分析,以南部地區之5所佳音英語補習班學童家長作為施測區域代表。共發出300份問卷,有效問卷回收281份,透過敘述性統計分析、因素分析、信度分析及多元迴歸分析等統計法進行分析。結果顯示品牌聯想、顧客知覺價值及顧客滿意度具有顯著正向影響性;服務涉入、顧客知覺價值及顧客滿意度具有顯著正向影響性。

Abstract
In recent years, the researchers are facing the pressing issue of a declined birthrate, a source reduction of students, and a rapid new growth of cram schools. In this competitive environment, the executive of the cram school must figure out better ways and bring forth new ideas to manage with an aim to become a perpetual going-concern Children English cram school and recruit successfully. The purpose of the study is to investigate the relations of the Brand Association , Service Involvement and Customer Perceived Value and Customers Satisfaction Degree of Children's English Language Institute.
In the study, a questionnaire survey method is used, and parents from 5 the largest-scale Joy English schools in Southern Taiwan as regional representation are surveyed. The 300 questionnaires were issued and 281effective valid samples were collected . Data analyses include descriptive statistics, factor analysis, reliability analysis and multiple regression analysis. The research shows that brand association , service involvement and costume perceive value and costumers satisfaction degree are positively influential.


Keywords: Brand Association, Service Involvement, Customer Perceived Value,
Customers Satisfaction Degree


目錄
謝詞--------------------------------------------------------------------------------------------------- I
中文摘要-------------------------------------------------------------------------------------- II
Abstract-------------------------------------------------------------------------------------------------- III
目錄---------------------------------------------------------------------------------------- IV
表目錄--------------------------------------------------------------------------------------- VI
圖目錄------------------------------------------------------------------------------------------- VII
第壹章緒論-----------------------------------------------------------------------------1
第一節研究背景與動機------------------------------------------------1
第二節研究目的---------------------------------------------------------4
第三節研究範圍---------------------------------------------------------5
第四節論文結構與研究流程--------------------------------------------6
第五節研究限制---------------------------------------------------------9

第貳章文獻探討--------------------------------------------------------------------------10
第一節品牌聯想-----------------------------------------------------------10
第二節服務涉入-------------------------------------------------------16
第三節顧客知覺價值------------------------------------------------------21
第四節顧客滿意度------------------------------------------------------------25
第五節各構面間之關係-----------------------------------------------------------31

第參章研究設計與方法----------------------------------------------------------------------35
第一節研究架構與研究假設-------------------------------------------------35
第二節研究變項與操作性定義與衡量---------------------------------------36
第三節研究對象-------------------------------------------------------------40
第四節研究工具------------------------------------------------------------41
第五節資料分析方法------------------------------------------------------42

第肆章實證資料分析----------------------------------------------------------------------44
第一節敘述性統計分析-------------------------------------------------44
第二節信度分析------------------------------------------------------50
第三節因素分析--------------------------------------------------------------51
第四節多元迴歸分析------------------------------------------------------------57

第伍章結論與建議----------------------------------------------------------------------62
第一節研究發現與結論-------------------------------------------------62
第二節研究建議------------------------------------------------66

參考文獻----------------------------------------------------------------------68
中文部分-------------------------------------------------------------68
英文部分-----------------------------------------------------------71

附錄----------------------------------------------------------------------------78
附錄一----------------------------------------------------------------78

表目錄
表1受訪兒童才藝學習情形-兩年比較表----------------------------------------2
表2受訪兒童才藝學習情形-案家庭型態及兒童狀況分表------------------------2
表3研究範圍表-----------------------------------------------------------------------------5
表4知覺價值構面表--------------------------------------------------------------23
表5顧客滿意度衡量構面之彙整表------------------------------------------------------29
表6品牌聯想衡量變數與問項表------------------------------------------------------------35
表7服務涉入衡量變數與問項表------------------------------------------------------------37
表8顧客價值衡量變數與問項表-------------------------------------------------------------38
表9顧客滿意度衡量變數與問項表--------------------------------------------------------39
表10樣本資料表----------------------------------------------------------------------------45
表11品牌聯想各構面之敘述性統計分析表---------------------------------------------46
表12服務社入之敘述性統計分析表----------------------------------------------------47
表13顧客知覺價值之敘述性統計分析表---------------------------------------------48
表14顧客滿意度之敘述性統計分析表-------------------------------------------------49
表15信度分析表-----------------------------------------------------------------------------50
表16 KMO統計量之判斷準則表--------------------------------------------------------51
表17品牌聯想量表KMO與Bartlett檢定表-----------------------------------------52
表18品牌聯想量信度分析摘要表--------------------------------------------------------52
表19服務涉入量表KMO與Bartlett檢定表------------------------------------------53
表20服務涉入量表因素分析摘要表--------------------------------------------------------53
表21顧客知覺價值量表KMO與Bartlett檢定表-------------------------------------54
表22顧客知覺價值量表因素分析摘要表-----------------------------------------------54
表23顧客滿意度量表KMO與Bartlett檢定表----------------------------------------55
表24顧客滿意度量表因素分析摘要表--------------------------------------------------56
表25品牌聯想三個構面對顧客知覺價值之多元回歸分析摘要表------------------58
表26品牌聯想三個構面對顧客滿意度之多元迴歸分析摘要表---------------------59
表27服務涉入對顧客知覺價值之多元迴歸分析摘要表---------------------------60
表28服務涉入對顧客滿意度之多元迴歸分析摘要表-----------------------------------61

圖目錄
圖1研究流程圖----------------------------------------------------------------------------8
圖2品牌聯想架構圖------------------------------------------------------------------------------13
圖3品牌聯想架構圖-------------------------------------------------------------------------------15
圖4研究架構圖--------------------------------------------------------------------------------------35


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