家庭經濟能力與國民小學公辦民營午餐顧客忠誠的關聯：家長觀點

The Relationships between Economic Ability of Family and Customer Loyalty of Private Management of Public School's Lunch on Elementary School: Parent Standpoint

10.30066/JCS.201009.0004

施錦村(Chin-Tsun Shih)；王秀琴(Hsiu-Ching Wang)

公辦民營 ； 顧客忠誠 ； 經濟能力 ； 學校午餐 ； Economic Ability ； Customer Loyalty ； Private Management of Public School ； School Lunch

顧客滿意學刊

6卷2期（2010 / 09 / 01）

245 - 273

繁體中文

本研究運用Oliver於1997及1999年所提出「認知－情感－意圖」忠誠架構，並以家庭經濟能力作爲干擾變數，將學校午餐顧客分成Ⅰ、Ⅱ型，藉以驗證午餐品質、顧客滿意及顧客忠誠間之關係，以及干擾變數對忠誠架構的干擾效果。爲達此一目的，本研究以配額抽樣方式，針對台灣地區各縣市國民小學學校午餐顧客進行抽樣，所得樣本經由SEM實證後發現：(1)午餐品質、顧客滿意及顧客忠誠間均呈現顯著水準的正向關係；(2)Ⅰ型及Ⅱ型間之參數差異檢定，未達顯著水準。此一結果有助於建立公辦民營午餐提供者與顧客間長期良好關係，以及教育行政單位執行午餐政策時之參考。

This study applies the cognitive-affective-conative loyalty framework of Oliver (1997; 1999) and regards the economic ability of family as moderating variable. At the same time, the customers of school lunch are divided into Type 1 and Type 2 by the economic ability of family. This purpose examines the relationships among lunch qualities, customer satisfactions, and customer loyalty. It also examines the moderating effects of moderating variables to the loyalty framework. To reach the purposes, this study has collected samples from every county of Taiwan region by a quota sampling, and the data is examined by SEM. The results confirm a significant positive relationship among lunch qualities, customer satisfactions, and customer loyalty. They also reach a non-significant level in the critical ratio for difference between parameters of types. These empirical results can be used to construct a good long term relationship between a provider of school lunch of the private management of public school and customers. These results also help the educational authority to deal with school lunch administrations.

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