高等教育服務品質、學習成效、滿意度與忠誠度結構模式之先驗性研究   免費試閱

A Study of the Interrelationship among Service Quality, Learning Effect, Satisfaction, and Loyalty in Higher Education

本研究係在探討高等教育產業中，服務品質、學習成效、滿意度與忠誠度之間的關聯性，進而依據結果對高等教育經營管理者提出策略建議。為了達成本研究目的，研究者編製高等教育研究問卷做為蒐集研究所需之資料。本研究共計回收有效樣本達600份，並經由結構方程模式進行資料統計分析工作。最後，實證研究證明，滿意度對忠誠度具有正向影響、學習成效對於滿意度有正向影響、服務品質對於學習成效與滿意度亦具有正向影響。本研究亦發現，學習成效與滿意度在此理論模式中扮演重要的中介者角色，可以提升服務品質與忠誠度之間的關聯程度。

The purpose of this study is to explore the interrelationship among service quality, learning effect, service satisfaction and customer loyalty in higher education industry, and, on the basis of the findings, to propose marketing strategies to managers of higher education in Taiwan. The “higher education questionnaires” were used to collect college students’ opinions about the current situation of higher education. The survey was conducted with 600 effective copies returned. Structure equation model was employed to analyze the data. Empirical results reveal that service satisfaction has positive effect on customer loyalty, learning effect has positive effect on service satisfaction, and service quality has positive effect on learning effect and service satisfaction. Moreover, the study also finds that learning effect and service satisfaction are mediators in this marketing model.