大專進修部服務品質、顧客滿意度與顧客忠誠度之相關性研究

A Study of Relationship among Service Quality, Customer Satisfaction, and Customer Loyalty in Continuing Education Division in a Technology University

余舜基(Shun-Chi Yu)

大專進修部 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； continuing education division in technology university ； service quality ； customer satisfaction ； customer loyalty

聯大學報

13卷1期（2016 / 12 / 01）

85 - 98

繁體中文

本研究旨在探討大專進修部服務品質、顧客滿意度與顧客忠誠度的相關性，並檢視顧客滿意度的中介效果。本研究方法採文獻分析法與問卷調查法，以大專進修部的顧客為施測對象，採立意抽樣方式，共發出問卷400 份，經由篩選及剔除無效問卷後，共獲得有效問卷為335 份，有效問卷回收率為83.75%。研究工具為自編「大專進修部服務品質、顧客滿意度與顧客忠誠度之相關性研究」，內含「服務品質量表」、「顧客滿意度量表」及「顧客忠誠度量表」三種量表，具有良好的信度與效度。統計方法採次數分配與百分比、皮爾遜積差相關、階層迴歸分析（Hierarchical Regression Analysis）等方法。本研究結果歸納如下：一、服務品質對顧客忠誠度具部份顯著正向影響。二、服務品質對顧客滿意度具部份顯著正向影響。三、顧客滿意度對顧客忠誠度具部份顯著正向影響。四、顧客滿意度在有形性與顧客忠誠度間具有部份中介效果，顧客滿意度在保證與關懷性與顧客忠誠度間具有完全中介效果。最後，本研究依據研究結果，提出具體建議，以供大專進修部之參考。

This study investigates the relationship among service quality, customer satisfaction, and customer loyalty, and mediating effect of customer satisfaction in continuing education division in a technology university. The research method adopted literature analysis and questionnaire, and aimed at customers at continuing education division in a technology university. The purposive sampling method was used with a total of 400 questionnaires, invalid questionnaires excluded, and 335 valid questionnaires, and effective response rate was 83.75%. Research tools of ＂Measurement for Relationship among Service Quality, Customer Satisfaction, and Customer Loyalty in Continuing Education Division in a Technology University.＂ includes ＂service quality scale＂, ＂Customer Satisfaction Scale＂ and ＂ Customer Loyalty scales.＂ They are well developed and have good reliability and validity. Statistical methods are frequency distribution and percentage, Pearson product-moment correlation, hierarchical regression analysis. The results demonstrate: First, service quality has partial positive effect on customer loyalty. Second, service quality has partial positive effect on customer satisfaction. Third, customer satisfaction has partial positive effect on customer loyalty. Fourth, customer satisfaction has partial mediation between the tangibles of service quality and customer loyalty, and customer satisfaction has complete mediation between the assurance of service quality and customer loyalty. Finally, the study, on the basis of research results, offers recommendations for continuing education divisions in technology university.

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