大學形象與服務品質對學生滿意度之影響：以東吳大學商學院為例

The Effects of Image and Service Quality in Student's Satisfaction: A Study from Business School of Soochow University

10.29735/SJEB.200603.0008

劉宗哲(Chung-Tzer Liu)

服務品質 ； 服務價值 ； 企業形象 ； 顧客滿意 ； Service Quality ； Service Value ； Image ； Satisfaction

東吳經濟商學學報

52期（2006 / 03 / 01）

213 - 234

繁體中文

本研究探討在高等教育中顧客滿意與其前置變數服務品質、服務價值及企業形象之關聯性。資料分析顯示，服務品質與服務價值的確會直接影響顧客滿意，但是企業形象影響顧客滿意的直接效果並不顯著，服務價值扮演企業形象與顧客滿意間之中介變數。資料的收集是由東吳大學商學院學生中採便利抽樣的方式進行，共計發放約400份問卷，總計回收有效問卷279份，回收率約為70%。結果顯示影響顧客滿意的前置變數中，依照總影響效果大小的排序分別為服務品質、服務價值及企業形象，可見要提高學生的滿意度還是以加強服務品質的提升最為有效。相關的應用與管理策略建議可提供讀者參考。

This paper investigates the relationships among the customer satisfaction and its antecedents, service quality, service value and image, in higher education. Data shows service quality and service value will directly impact on customer satisfaction. However, the directly impact of image on customer satisfaction is not significant. Service value does a mediating role that link the image to customer satisfaction. Appropriate measures are identified and a convenient sampling survey is undertaken among 400 business school students at Soochow University. A response rate of 70 percent is obtained. Considering the total effect on customer satisfaction, the sequences from the biggest to the smallest constructs will be service quality, service value and image. It will be more effective to improve service quality in order to increase the students' satisfaction. The implications of the study are discussed from both the research and managerial perspectives.

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