技職院校服務品質對學生滿意度及忠誠度影響模式之研究

Modeling the Influence of Service Quality on Students’ Satisfaction and Loyalty in Technical Colleges

本研究目的在發展技職院校服務品質對學生滿意度及忠誠度之影響模式，於模式中整合顧客價值、顧客心情、組織認同等變項，以了解服務品質影響滿意度及忠誠度之機轉過程。研究對象為我國技職院校日間部四年制學生，採用問卷調查法，回收有效問卷1，065份，以LISREL統計軟體進行結構方程模式分析。研究發現服務品質對忠誠度之主要影響路徑為「服務品質→顧客價值→顧客心情→滿意度→組織認同→忠誠度」。研究模式對滿意度及忠誠度的解釋力分別為80%及88%。最後，根據研究發現提出增加學生滿意度與忠誠度之建議。

The purpose of this study was to develop a model of perceived service quality affecting satisfaction and loyalty for school among technical colleges’ students. Customer value， customer mood， and organization identification were included in the model， in order to understand the mechanism that service quality affecting satisfaction and loyalty. The sample of questionnaire survey included 1，065 students from 30 four-year technical colleges. Structural equation modeling was employed for model testing by using LISREL statistical software. The results indicated that the main affecting path between service quality and customer loyalty was from “service quality” to “customer value” to “customer mood” to “satisfaction” to “organizational identification” to “loyalty”. The total explained 80% of the variance in satisfaction， and 88% in loyalty. Based on the study findings， the suggestions for improving the students’ satisfaction and loyalty of technical colleges are proposed.