高中職學校服務品質對學生滿意度影響之研究：學校行銷、品牌形象之中介影響   免費試閱

The Effect of Service Quality on Students’ Satisfaction in High Schools: Mediation of School Marketing and Brand Image

學生的學習滿意度對於其選讀高中職有直接的影響，惟較少研究以學校行銷與品牌經營的角度來探討如何提升學習滿意度。本研究以高中職學生為對象，於2013年進行全國抽樣問卷調查，共回收有效樣本1,202份。以迴歸與結構方程統計方法分析發現：一、服務品質與學校行銷、品牌形象、滿意度彼此有正向顯著關係，而影響滿意度最大的為服務品質；二、品牌形象、學校行銷對滿意度有中介影響，提升服務品質能透過品牌形象與學校行銷直接與間接影響學生滿意度，其中又以透過品牌形象影響最大；三、服務品質影響滿意度最重要的因素為學校設備環境與資源，次為教師教學能力與態度。

The satisfaction of learning can affect the school selection of high school students, but very few studies explored the approaches to improve students’ satisfaction from the perspective of school marketing and brand management. This study was conducted by a nation-wide sampling of high school students in 2013 and 1,202 participants were enrolled. Data was collected through questionnaires and analyzed with regression model and structural equation models. The primary results of the study includes: 1. Service quality, school marketing, brand image and students’ satisfaction were positively related; service quality demonstrated the largest effect on satisfaction. 2. Brand image and school marketing were the mediators of the association between service quality and students’ satisfaction; service quality showed a greater impact than brand image. 3. The most influential factor of service quality was the environment and facilities of school; the ability and attitude of teachers was the secondary factor.