服務品質、認知價值與顧客滿意度對行為意向之關係研究：以某卓越大學為例

THE EFFECTS OF ADMINISTRATION SERVICE QUALITY, PERCEIVED VALUE AND CUSTOMER SATISFACTION ON BEHAVIOR INTENTION: THE CASE OF AN EXCELLENCE UNIVERSITY

10.6220/joq.2017.24(3).03

湯玲郎(Ling-Lang Tang)；黃政豪(Cheng-Hao Huang)

服務品質 ； 認知價值 ； 顧客滿意度 ； 行為意向 ； service quality ； perceived value ； customer satisfaction ； behavior intention

品質學報

24卷3期（2017 / 06 / 30）

202 - 220

繁體中文

本文探討大學服務品質、學生認知價值與滿意度之關係。根據北部某大學五個學院全校學生，採用分層隨機抽樣回收705份有效樣本，以SEM線性結構模式進行分析，探討服務品質、認知價值及顧客滿意度三項因素對學生行為意向的影響。從研究結果發現大學服務品質對顧客行為意向的影響，服務品質與顧客滿意度對顧客忠誠度有顯著正向影響，但其對顧客轉移有顯著負向影響，並且透過顧客滿意度與認知價值兩中介變數影響。最後本文找出影響學生滿意與認知價值的關鍵因素，辨識出服務屬性的改善排序與提出相關建議，以提供大學工作者未來策略擬定與資源配置之參考。

This study evidenced from one university in northern Taiwan and discussed the relationship between administration service quality, and perceived value and satisfaction of students. This study sampled from students of five colleges with 705 usable questionnaires and adopted stratified sampling. SPSS and AMOS were applied to analyze three independent variables of administration service quality, perceived value and customer satisfaction to understand the relationship on behavior intention. Finally, this study found the critical attribute of the satisfaction and perceived value in order to confirm the sequence of improving. The result could provide strategies and allocate resources for administrator in university.

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