補習班教師的行銷策略知覺與組織效能之關聯：服務品質的中介角色

The Relationship Between Cram School Teachers’ Perceptions of Marketing Strategy and Organizational Effectiveness: The Mediating Role of Service Quality

本研究旨在探討補習班情境下，行銷策略、服務品質與組織效能三者之間的關係，並特別關注服務品質在行銷策略與組織效能之間所扮演的中介角色。根據文獻分析結果，行銷策略能增進服務品質，服務品質則可進一步增進組織效能。據此，本研究建構以服務品質為中介變項之假設性模型。為達成研究目的，首先參考既有量表並進行修訂，形成涵蓋行銷策略、服務品質與組織效能等三項變量之問卷。研究對象為490位補習班教師，資料回收後運用Smart PLS 4.0統計軟體，採共變數結構方程模型進行分析。結果顯示：一、行銷策略對組織效能具有正向關聯；二、行銷策略對服務品質具有正向關聯；三、服務品質對組織效能亦具正向關聯；四、服務品質在行銷策略與組織效能之間具有部分中介效果。根據研究發現，提出以下建議：一、強化補習班行銷策略之規劃與實施；二、致力於服務品質之全面提升；三、整合行銷策略與服務品質以提升組織效能，並進一步提出未來研究之方向與建議。

This study aimed to investigate the relationships among marketing strategy, service quality, and organizational effectiveness in the context of cram schools, with a particular focus on examining the mediating role of service quality between marketing strategy and organizational effectiveness. Based on a literature review, it is evident that marketing strategy impacts service quality, and service quality, in turn, affects organizational effectiveness. A hypothetical model was thus proposed, using service quality as the mediating variable. To achieve the research aims, relevant questionnaires were adapted and revised to focus on marketing strategy, service quality, and organizational effectiveness. Subsequently, a sample of 490 cram school teachers was surveyed. After the questionnaires were collected, SEM was conducted by Smart PLS 4.0. Major research findings are as follows, all applicable to cram schools: 1. Marketing strategy positively influences organizational effectiveness. 2. Marketing strategy positively influences service quality. 3. Service quality positively influences organizational effectiveness. 4. Service quality partially mediates the relationship between marketing strategy and organizational effectiveness. Based on these findings, this study makes recommendations for (1) strengthening the planning and implementation of cram school marketing strategies, (2) improving service quality, and (3) integrating marketing strategy and service quality. Finally, suggestions for future research are put forward to validate the findings of this research, including expanding sample diversity, exploring additional mediating or moderating variables, and conducting longitudinal studies.