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研究生:李慧芬
研究生(外文):LI, Hui-Fen
論文名稱:探討服務品質、知覺價值、師生關係品質與顧客忠誠度之關係-以高雄市補習班為例
論文名稱(外文):Associations among Service Quality, Perceived Value, Quality of Teacher-Student Relationship and Customer Loyalty –A Study of Cram School in Kaohsiung
指導教授:黃瓊慧黃瓊慧引用關係
指導教授(外文):Huang, Chiung-Hui
口試委員:張肇松杜佩蘭陳儀蓉
口試委員(外文):Chang, Chao-SungTu, Pei-LanChen, Yi-Jung
口試日期:2013-06-28
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:人力資源發展系碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:118
中文關鍵詞:服務品質知覺價值師生關係品質顧客忠誠度
外文關鍵詞:Service QualityPerceived ValueQuality of Teacher-Student RelationshipCustomer Loyalty
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二十一世紀教育多元的變動下,補習幾乎已成了國、高中生課後的行為。有賴於此,國內補教業發展愈趨成熟,但如何在眾家雲集補習班中突顯優勢,提升家長、學生最佳化的服務品質,並拓展與維持跟家長、學生之間的良好關係,且滿足家長的需求甚至超越其要求的水準,進而提高家長對該補習班的顧客忠誠度,這些都是補教業目前要建立核心競爭力的重要議題。
本研究探討服務品質、知覺價值、師生關係品質與顧客忠誠度間之關係,並以高雄市立案之文理補習班家長與學生做為對偶施測對象,進行問卷調查研究,總計發放430份,有效配對樣本數為386份,有效回收率為90%。並利用變異數分析、相關分析、層級迴歸分析等資料分析方法進行各項假設之驗證。研究結果發現:不同家長人口統計變數中子女人數、年齡、教育程度、職業及平均月收入與顧客忠誠度均呈現顯著差異;不同學生人口統計變數中性別、同學人數、上課年資、上課科目在師生關係品質上均呈現顯著差異;服務品質、知覺價值、師生關係品質與顧客忠誠度具有顯著相關;知覺價值在服務品質與顧客忠誠度之間具有中介效果;師生關係品質在知覺價值與顧客忠誠度間未具調節效果。依據研究結果,本研究提出結論與具體建議,以作為文理補教業者制定行銷策略之參考。

Upon the change of multiple education manners in the 21st century, it has almost become a general behavior for junior/senior high school students in Taiwan to go to the cram schools to take supplementary education after school. Since that, the development of domestic cram school has matured increasingly and these issues become very important for cram schools in order to build up their core competition. These important issues include: How can the cram school highlight its advantages to compete with others? How can the cram school improve and optimize the service quality for parents and students? How can the cram school develop and maintain the good relationship between them and parents/students? How can the cram school satisfy parents demand and even exceed their expectations, then enhance the loyalty toward with?
The study explored the relationship between service quality, perceived value, quality of teacher-student relationship and customer loyalty. Parents and students come from the registered literature and science short-term cram schools in Kaohsiung were taken in pair as the research objective. A total of 430 questionnaires were distributed and 386 valid questionnaires were collected, with an overall valid response rate of 90%. The data collected were computed by variance analysis, correlation analysis and hierarchical regression analysis and then conduct the verification to hypothesis.
The result of the study showed: There is a significant difference between customer loyalty and parents’ demographic variables – children numbers, age, education background, occupation and monthly income. There is a significant difference between quality of teacher-student relationship and students’ demographic variables – gender, number of classmates, cram school years and subjects taking in cram school. There is a significant difference between customer loyalty and service quality, perceived value and quality of teacher-student relationship.
Perceived value has mediating effects partly in the relationship between service quality and customer loyalty. The quality of teacher-student relationship doesn’t have moderating effect in the relationship between perceived value and customer loyalty.
Based on the findings, the study proposed conclusions and specific recommendations, as the reference for literature and science short-term cram schools to develop their marketing strategies.

中文摘要 I
ABSTRACT II
誌 謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第二章 文獻探討 7
第一節 服務品質 7
第二節 知覺價值 17
第三節 顧客忠誠度 23
第四節 師生關係品質 30
第五節 各研究變項間關係的推論 37
第三章 研究方法 43
第一節 研究架構與假設 43
第二節 研究變項操作型定義與衡量 45
第三節 研究對象與問卷實施的方法 52
第四節 樣本特性分析 53
第五節 資料分析方法 57
第四章 研究結果 58
第一節 各研究變項之描述性分析 58
第二節 個人特徵在各研究變項間之差異性分析 59
第三節 各研究變項間之相關分析 77
第四節 各研究變項間之迴歸分析 83
第五節 研究假設結果彙整 89
第五章 研究結論與建議 91
第一節 理論意涵 91
第二節 實務意涵 96
第三節 研究限制與未來研究建議 98
參考文獻 100
一、中文部分 100
二、英文部分 105
三、網路資料 118

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