從關係品質觀點探討服務品質、學習成效對顧客忠誠度關聯性之分析：以台灣幼稚園產業為例

A Study on the Interrelationships among Service Quality, Learning Effect and Customer Loyalty via Relationship Quality in Taiwan Kindergarten Industry

本研究目的在剖析服務品質、學習成效、關係品質與顧客忠誠度間之關係，進而提出幼稚園行銷策略上之見解與作法，以提供台灣幼稚園產業經營者策略方向與方法之建議。為達研究目的，本研究採問卷調查研究方法蒐集實證資料，並以結構方程模型進行實證分析。研究結果發現，關係品質對顧客忠誠度呈現正面的影響效果；學習成效對關係品質呈現正面的影響效果；服務品質對學習成效呈現正面的影響效果；服務品質對關係品質呈現正面的影響效果；關係品質在本文行銷模型中扮演有效且正面的中介性角色。

The purpose of this study is to explore the relationships among service quality， learning effect， relationship quality and customer loyalty in kindergartens. A survey was used to collect the data， and structure equation model (SEM) was used to analyze the data. The empirical results reveal that the relationship quality has a positive effect on customer loyalty， that the learning effect has a positive effect on relationship quality， and that service quality has a positive effect on learning effect and relationship quality. Moreover， the study finds that the relationship quality plays an effective and positive intermediary role in the marketing model adopted in this study. This paper also makes some suggestions to the kindergarten industry about kindergarten management.