國小補習班之服務品質、企業形象與顧客滿意度研究

A Study on the Service Quality, Corporate Image and Customer Satisfaction at Cram Schools for Elementary School Students

10.6285/MIC.4(S1).17

蔡麗琪(Li-Chi Tsai)；鈕方頤(Fong-Yee Nyeu)；林政德(Cheng-Te Lin)

補習班 ； 服務品質 ； 企業形象 ； 顧客滿意度 ； cram school ； service quality ； corporate image ； customer satisfaction

管理資訊計算

4卷特刊1（2015 / 08 / 01）

158 - 173

繁體中文

本研究以國小安親班與非安親班的服務品質、企業形象與顧客滿意度之關係為研究主題，並以彰化縣國小補習班的學生家長為實證分析對象，探討安親班與非安親班服務品質、企業形象、顧客滿意度各構面間的關係。本研究採用便利抽樣方式，在彰化縣對國小補習班的學生家長進行問卷調查收集資料，總計發放500份問卷，有效樣本數為412份，有效問卷回收率為82.4％。統計方法以SPSS21.0及AMOS22.0套裝軟體進行資料分析，透過信度、描述性統計、獨立樣本t檢定、單因子變異數、結構方程模式等統計方法來進行。結果發現教育程度高中/職顯著高於大專/大學，在服務品質及企業形象部分有較高的認知；服務品質對企業形象具有顯著影響；服務品質對顧客滿意度具有顯著影響；企業形象對顧客滿意度具有顯著影響。

This study aims to explore the relationships among service quality, corporate image, and customer satisfaction from the parents’ perspectives at crams schools for elementary school students in Changhua County, Taiwan. This study adopted a convenience sampling approach to collect data from parents of students enrolling in cram schools in Changhua County. A total of 500 questionnaires were distributed, 412 of which were considered valid, resulting in an effective response rate of 82.4%. Using SPSS 21.0 and AMOS 22.0, reliability analysis, descriptive statistics, independent sample t-test, ANOVA analysis, and structural equation modeling were conducted to analyze data. The results showed that: 1) parents with a high school education have a significantly higher perception of service quality and corporate image than parents with a college education; 2) service quality has a significant impact on corporate image; 3) service quality has a significant impact on customer satisfaction; and 4) corporate image has a significant impact on customer satisfaction.

1. 林倖妃(2013) 。台灣補習班， 比超商還多( 天下雜誌， 2013.02.19) 。取自http://www.cw.com.tw/article/article.action?id=5047350，(2014，07)。
2. 直轄市及各縣市短期補習班資訊管理系統。(2014)。取自http://ds.kh.edu.tw/sites/bsb.htm，(2014，07，03)。
3. 黃光國(2013) ， 中華文化的競爭力( 台灣競爭力論壇， 2013.09.27) 。取自http://www.tcf.tw/index.php?option=com_content&view=article&id=4861:20130927&catid=80:public&Itemid=587，(2014，07)。
4. 兒童福利聯盟(2014) ，2012年台灣兒童課後照顧概況調查報告(兒童福利聯盟，2012.11.12)。取自http://www.children.org.tw/news/advocacy_detail/933，(2014，07)。
5. Churchill, G. A.,Surprenant, C.(1982).An investigation into the determinants of customer satisfaction.Journal of Marketing Research,19(4),491-504.
6. Dichter, E.(1985).What's in an image.Journal of Consumer Marketing,2(1),75-81.
7. Fornell, C.(1992).A national customer satisfaction barometer: The Swedish experience.Journal of Marketing,56(1),6-21.
8. Garvin, D.A.(1983).What does "product quality" really mean?.Sloan Management Review,26(1),25-43.
9. Hurley, R. F.,Estelami, H.(1998).Alternative indexes for monitoring customer perceptions of service quality: A comparative evaluation in a retail context.Journal of the Academy of Marketing Science,26(3),209-221.
10. Kandampully, J.,Suhartanto, D.(2000).Customer loyalty in the hotel industry: The role of customer satisfaction and image.International Journal of Contemporary Hospitality Management,12(6),346-351.
11. Keller, K. L.(1993).Conceptualizing, measuring, and managing customer-based brand equity.Journal of Marketing,57(1),1-22.
12. Lehtinen, U.,Lehtinen, J. R.(1991).Two approaches to service quality dimensions.The Service Industries Journal,11(3),287-303.
13. Muller, W.(1991).Gaining competitive advantage through customer satisfaction.European Management Journal,9(2),201-211.
14. Oliver, R. L.(1981).Measurement and evaluation of satisfaction processes in retailing settings.Journal of Retailing,57(3),25-48.
15. Parasuraman, A.,Berry, L. L.,Zeithaml, V. A.(1991).Refinement and reassessment of the SERVQUAL scale.Journal of Retailing,67(4),420-450.
16. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.Journal of Retailing,64(1),12-40.
17. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A conceptual model of service quality and its implications for future research.Journal of Marketing,49(4),41-50.
18. Rogerson, W. P.(1983).Reputation and product quality.Bell Journal of Economics,14(2),508-516.
19. Tellis, G. J.,Fornell, C.(1988).The relationship between advertising and product quality over the product life cycle: A contingency theory.Journal of Marketing Research,25(1),64-71.
20. Walters, C. G.,Paul, G. W.(1970).Consumer behavior: An integrated framework.New York:Richard D. Irwin Inc..
21. Zeithaml, V.A.,Bitner, M. J.(1996).Services marketing.New York, NY:McGraw-Hill.
22. 方仕育(2011)。碩士論文(碩士論文)。國立中正大學碩士論文。
23. 王淑玲(2009)。碩士論文(碩士論文)。國立台南大學。
24. 宋秀珠(2009)。碩士論文(碩士論文)。樹德科技大學。
25. 李文卿(2012)。碩士論文(碩士論文)。靜宜大學。
26. 李守蕾(2008)。碩士論文(碩士論文)。國立中山大學。
27. 邱泰霖(2006)。碩士論文(碩士論文)。新竹教育大學。
28. 施豐坤(2006)。碩士論文(碩士論文)。逢甲大學。
29. 袁一如(2003)。碩士論文(碩士論文)。國立成功大學。
30. 張慧媛(2010)。碩士論文(碩士論文)。國立臺灣師範大學。
31. 許秀蘭(2009)。碩士論文(碩士論文)。高雄應用科技大學。
32. 蕭慧雯(2009)。碩士論文(碩士論文)。大葉大學。

1. 賴明材,李嘉恩(2023)。綠色行銷、企業社會責任、企業形象對消費者購買意願之關聯性研究－以科技產品為例。行銷科學學報，19(2)，149-172。