题名

高等教育產業中學生忠誠度形成原因之探討

并列篇名

What accounts for students' loyalty in higher education industry?

DOI

10.6902/JNTUST.201612_3(1).0011

作者

姜惠璇(Hui-Hsuan Chiang)

关键词

顧客忠誠度 ； 顧客信任 ； 高教產業 ； customer loyalty ； customer trust ； higher education industry

期刊名称

中科大學報

卷期/出版年月

3卷1期（2016 / 12 / 01）

页次

217 - 234

内容语文

繁體中文
中文摘要

本研究的主要目的是為了瞭解高等教育機構如何能保持學生的忠誠度。高等教育行銷是以關係行銷為主的一種行銷方式，其特色是促使組織與其顧客間的互動，強調組織應發展一種以顧客驅動的文化，且聚焦於顧客導向。自1990年以來消費者行為的研究趣味轉向追求顧客忠誠，學者們發現只開發新顧客且使他們滿意並非生意持久的保證，有一個忠誠的顧客群才能使企業免於虧損。本研究因此嘗試以顧客導向與顧客信任共同解釋大學生忠誠度形成的過程。本文是以高教產業做為研究的情境，以彌補過去顧客忠誠的研究大多集中在工業及服務業的不足。樣本是隨機抽取某大學的249位學生所組成，以結構方程式模型研究其信效度、CFA及本文的假設成立與否。結果顯示本研究樣本具有很高的信效度且所有的自變數包括顧客導向與顧客信任都證實對顧客(學生)忠誠度有顯著的影響，顧客信任的中介效果也很明顯，四個假設都獲得支持。此研究結果有助於我們更多了解在建構學生忠誠的過程中可進一步改善的面向，學校若能以顧客導向的行動滿足學生們真正的需求，在競爭激烈的高教產業中可能是可以脫穎而出的一種方式。
英文摘要

The main purpose of this research is to understand how to keep loyal customers (students) in a higher educational institution(HEI). A crucial element in the marketing of HEI is based on a relationship marketing approach, which is characterized as fostering interactions between the organization and its customers, emphasizes the importance of developing a customer- (i.e. student-) driven organizational culture, and focuses on the customer orientation. Researchers have expanded into the realms of customer loyalty since 1990, as a loyal customer base is the only assurance firms have against possible losses. Therefore, this study aims to highlight the effect of customer orientation(CO) and student trust in building student loyalty towards high educational settings. As there is already some empirical evidence to explain the formation of loyalty in industrial and service organizations, it seems of high value to examine the student loyalty in HEIs. Data of this research were randomly collected from 249 college students studying in a Taiwan's university. Research method encompasses structure equation method(SEM) , reliability analysis and confirmatory factor analysis (CFA). The data resulted in acceptably high reliability, indicated that all independent variables have significant impact on student loyalty, and the mediation effect of student trust was also been proved. All four hypotheses were supported. This study is set to assist institutions of higher education to identify improvements in the service delivery process by identifying different aspects of customer orientation and student trust in loyalty building.
主题分类 社會科學 > 社會科學綜合
参考文献
  1. Aaker, D. A.(1996).Building strong brands: Building, measuring, and managing brand equity.New York:The Free Press.
  2. Agustin, C.,Jagdip, Singh(2005).Curvilinear Effects of Consumer Loyalty.Journal ofMarketing Research,43,96-108.
  3. Al-Alak, B. A.(2014).Impact of marketing activities on relationship quality in the Malaysian banking sector.Journal of Retailing and consumer Services,21(3),347-356.
  4. Barney, J. B.,Hansen, M. H.(1994).Trustworthiness as a source of competitive advantage.Strategic management journal,15(S1),175-190.
  5. Bearden, William O.,Teel, Jesse E.(1983).Selected Determinants of Consumer Satisfaction and Complaint Reports.Journal of Marketing Research,20,21-28.
  6. Bejou, D.,Ennew, C. T.,Palmer, A.(1998).Trust, ethics and relationship satisfaction.International Journal of Bank Marketing,16(4),170-175.
  7. Berry, L.L.(1995).Relationship marketing of services—growing interest, emerging perspectives.Journal of the Academy of Marketing Science,23(4),236-245.
  8. Brady, M.K.,Cronin, J.J.(2001).Customer orientation: Effects on customer service perceptions and outcome behaviours.Journal of Service Research,3(3),241-251.
  9. Brown, S. P.,Peterson, R. A.(1993).Antecedents and consequences of salesperson job satisfaction: Meta-analysis and assessment of causal effects.Journal of Marketing Research,12,161-173.
  10. Cardozo, R.N.(1965).An Experimental Study of Customer Effect, Expectation and Satisfaction.Journal of Marketing Research,2,244-249.
  11. Cervera, A.,Mollá, A.,Sánchez, M.(2001).Antecedents and consequences of market orientation in public organisations.European Journal of Marketing,35(11/12),1259-1288.
  12. Chua, R. Y. J.,Ingram, P.,Morris, M. W.(2008).From the head and the heart: Locating cognition-and affect-based trust in managers' professional networks.Academy of Management journal,51(3),436-452.
  13. Corstjens, M.,Lal, R.(2000).Building store loyalty through store brands.Journal of Marketing Research,37(3),281-291.
  14. Dehghan, A.,Dugger, J.,Dobrzykowski, D.,Balazs, A.(2014).The antecedents of student loyalty in online programs.International Journal of Educational Management,28(1),15-35.
  15. Deshpand, R.,Farley, J.,Webster, F.(1993).Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis.Journal of Marketing,57(1),23-37.
  16. Dick, A. S.,Basu, K.(1994).Customer Loyalty: Toward an Integrated Conceptual Framework.Journal of the Academy of Marketing Science,22(2),99-113.
  17. Dubinsky, A. J.,Staples, W. A.(1981).Are industrial salespeople buyer oriented?.Journal of Purchasing and Materials Management,17(3),12-19.
  18. Dwyer, F. R.,Schurr, P. H.,Oh, S.(1987).Developing Buyer-Seller Relationships.The Journal of Marketing,51(2),11-27.
  19. Elliott, K.M.,Healy, M.A.(2001).Key factors influencing student’ satisfaction related to recruitment and retention.Journal of Marketing of High Education,10(4),1-11.
  20. Flavian, C.,Lozano, J.(2006).Organisational antecedents of market orientation in the public university system.International Journal of Public Sector,19(5),447-467.
  21. Garbarino, E.,Johnson, M. S.(1999).The different roles of satisfaction, trust, and commitment in customer relationships.the Journal of Marketing,63,70-87.
  22. Gatignon, H.,Xuered, J.(1997).Strategic orientation of the firm and new product performance.Journal of Marketing Research,34(1),77-90.
  23. Gefen, D.,Karahanna, E.,Straub, D. W.(2003).Trust and TAM in online shopping: an integrated model.MIS quarterly,27(1),51-90.
  24. Gibbs, P.(2001).Higher education as a market: a problem or a solution?.Studies in Higher Education,26(1),85-94.
  25. Giese, J. L.,Cote, J. A.(2000).Defining consumer satisfaction.Academy of marketing science review,1
  26. Griffiths, J. S.,Grover, R.(1998).A framework for understanding market orientation: The behavior and the culture.American Marketing Association. Conference Proceedings
  27. Guo, C.(2002).Market orientation and business performance: A framework for service organizations.European Journal of Marketing,36(9/10),1154-1163.
  28. Harrison-Walker, L. J.(2001).The measurement of a market orientation and its impact on business performance.Journal of Quality management,6(2),139-172.
  29. Helfert, G.,Ritter, T.,Walter, A.(2002).Redefining market orientation from a relationship perspective: Theoretical considerations and empirical results.European Journal of marketing,36(9/10),1119-1139.
  30. Hemsley-Brown, J(2010).Market orientation in universities：A comparative study of two national higher education systems.International Journal of Educational Management,24(3),204-220.
  31. Hemsley-Brown, J. V.,Oplatka, I.(2007).Market orientation in HE institutions: Development of a pilot instrument.Academy of marketing (SIG) Higher Education Marketing
  32. Hemsley-Brown, J.,Oplatka, I.(2006).Universities in a competitive global marketplace: a systematic review of the literature on higher education marketing.International Journal of Public Sector Management,19(4),316-38.
  33. Homburg, C.,Müller, M.,Klarmann, M.(2011).When should the customer really be king? On the optimum level of salesperson customer orientation in sales encounters.Journal of Marketing,75(2),55-74.
  34. Izogo, E.E.(2016).Should relationship quality be measured as a disaggregated or a composite construct?.Management Research Review,39(1),115-131.
  35. Jaramillo, F.,Grisaffe, D. B.(2009).Does Customer Orientation Impact Objective Sales Performance? Insights from a Longitudinal Model in Direct Selling.Journal of Personal Selling & Sales Management,29(2),167-178.
  36. Jaworski, B.,Kohli, A. K.,Sahay, A.(2000).Market-driven versus driving markets.Journal of the academy of marketing science,28(1),45-54.
  37. Johnson, Michael D.(1998).Customer Orientation and Market Action.Upper Saddle River, N J:Prentice Hall.
  38. Jones, M. A.,Suh, J.(2000).Transaction-Specific Satisfaction and Overall Satisfaction: An Empirical Analysis.Journal of Services Marketing,14(2),147-159.
  39. Keaveney, S. M.(1995).Customer Switching Behavior in Service Industries: An Exploratory Study.Journal of Marketing,59(2),71-82.
  40. Kim, M. K.,Park, M. C.,Jeong, D. H.(2004).The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services.Telecommunications policy,28(2),145-159.
  41. Kohli, A. K.,Jaworski, B. J.(1990).Market orientation: The construct, research propositions, and managerial implications.Journal of Marketing,54(2),1-18.
  42. Kotler, P.(2008).Principles of Marketing.Pearson Education India.
  43. La, V.,Patterson, P.,Styles, C.(2008).Client-perceived performance and value in professional B2B services.Journal of International Business Studies,40(2),274-300.
  44. Lai, I. K. W.(2014).The role of service quality, perceived value, and relationship quality in enhancing customer loyalty in the travel agency sector.Journal of Travel & Tourism Marketing,31(3),417-442.
  45. Levitt, T.(1960).Marketing myopia.Harvard business review,38(4),24-47.
  46. Liu, C.T.,Guo, Y.M.,Lee, C.H.(2011).The effects of relationship quality and switching barriers on customer loyalty.International Journal of Information Management,31(1),71-79.
  47. Ma, J.,Todorovic, Z.(2010).Using market orientation as a dynamic capability within the university.Allied academies international conference: proceedings of the academy of marketing studies AMS,15(1),52.
  48. Macneil, I. R.(1980).The new social contract: An inquiry into modern contractual relations.Yale University Press.
  49. Madhavaram, S.,Hunt, S. D.(2008).The Service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy.Journal of the Academy of Marketing Science,36(1),67- 82.
  50. MENG(2009).MENG Marketing Trends Report.Stanford, CA:Anderson Analytics LLC.
  51. Moorman, C.,Deshpande, R.,Zaltman G.(1993).Factors Affecting Trust in Market Research Relationship.Journal of Marketing,57,81-101.
  52. Morgan. R. M.,Hunt S. D.(1994).The Commitment-Trust Theory of Relationship Marketing.Joumal of Marketing,58,20-38.
  53. Narver, J. C.,Stanley. F. S.(1990).The Effect of a Market Orientation on Business Profitability.Journal of Marketing,54,20-35.
  54. Nyer, P.(1999).Cathartic complaining as a means of reducing consumer dissatisfaction.Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior,12,15-25.
  55. Oliver, R. L.(1980).A cognitive model of the antecedents and consequences of satisfaction decisions.Journal of marketing research,17(4),460-469.
  56. Oliver, R. L.,Linda, G.(1981).Effect of satisfaction and its antecedents on consumer preference and intention.NA-Advances in Consumer Research Volume 08
  57. Oliver, R.L.(1999).Whence consumer loyalty?.Journal of Marketing,63(5),33-44.
  58. Oliver, Richard L.(1993).Cognitive, Affective, and Attribute Bases of the Satisfaction Response.Journal of Consumer Research,20,418-430.
  59. Oliver, Richard L.(1997).Satisfaction: A Behavioral Perspective on the Consumer.New York:McGraw-Hill.
  60. Oplatka, I.,Hemsley‐Brown, J.(2007).The incorporation of market orientation in the school culture: An essential aspect of school marketing.International Journal of Educational Management,21(4),292-305.
  61. Parasuraman, Zeithaml,Berry(1994).Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Future Research.Journal of Marketing,58(1),111-24.
  62. Pulendran, S.,Speed, R.,Widing, R.E., II(2003).Marketing planning, market orientation and business performance.European Journal of Marketing,37(3/4),476-497.
  63. Rafiq, M.,Fulford, H.,Lu, X.(2013).Building customer loyalty in online retailing: The role of relationship quality.Journal of Marketing Management,29(3-4),494-517.
  64. Rafiq, M.,Fulford, H.,Lu, X.(2013).Building customer loyalty in online retailing: the role of relationship quality.Journal of Marketing Management,29(3/4),494-517.
  65. Rajaobelina, L.,Bergeron, J.(2009).Antecedents and consequences of buyer-seller relationship quality in the financial services industry.International Journal of Bank Marketing,27(5),359-380.
  66. Rauyruen, P.,Miller, K. E.(2007).Relationship quality as a predictor of B2B customer loyalty.Journal of Business Research,60(1),21-31.
  67. Rauyruen, P.,Miller, K.E.(2007).Relationship quality as a predictor of B2B customer loyalty.Journal of Business Research,60(1),21-31.
  68. Reichheld, F.F.,Sasser, E.W.(1990).Zero defections: Quality comes to services.Harvard Business Review,68(5),105-111.
  69. Reinartz, W.J.,Kumar, V.(2003).The impact of customer relationship characteristics on profitable lifetime duration.Journal of Marketing,67(1),77-99.
  70. Reinartz, W.J.,Thomas, J.S.,Kumar, V.(2005).Balancing acquisition and retention resources to maximize customer profitability.Journal of Marketing,69(1),63-79.
  71. Rundle-Thiele, S. R.,Bennett, R.(2001).A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets.The Journal of Product and Brand Management,10(1),25-37.
  72. Rust, R.T. (Ed.),Oliver, R.L. (Ed.)(1994).Service quality: new directions in theory and practice.Thousand Oaks, CA:Sage.
  73. Rust, R.T.,Zahorik, A.J.,Keiningham, T.L.(1995).Return on quality (ROQ): Making service quality financially accountable.Journal of Marketing,59(2),58-70.
  74. Saxe, R.,Weitz, B.(1982).The SOCO Scale: A Measure of the Customer Orientation of Salespeople.Journal of Marketing Research,XIX,343-51.
  75. Sirdeshmukh, D.,Singh, J.,Sabol, B.(2002).Consumer trust, value, and loyalty in relational exchanges.Journal of Marketing,66(1),15-37.
  76. Steinman, C.,Deshpand, R.,Farley, J.(2000).Beyond market orientation: when customers and suppliers disagree.Journal of the Academy of Marketing Science,28(1),109-119.
  77. Stock, R. M.,Hoyer, W. D.(2002).Leadership style as driver of salespeoples' customer orientation.Journal of market-focused management,5(4),355-376.
  78. Szymanski, D. M.,David, H. H.(2001).Customer Satisfaction: A Meta-analysis of the Em- pirical Evidence.Journal of the Academy of Marketing Science,29(1),16-35.
  79. Teo, R.,Soutar, G.N.(2012).Word of mouth antecedents in an educational context: a Singaporean study.Journal of Educational Management,26(7),678-695.
  80. Tucker, W. T.(1964).The Development of Brand Loyalty.Journal of Marketing Research,1(3),32-35.
  81. Tuli, K. R.,Kohli, A. K.,Bharadwaj, S. G.(2007).Rethinking customer solutions: from product bundles to relational processes.Journal of Marketing,71,1-17.
  82. Ulaga, W.,Eggert, A.(2006).Relationship value and relationship quality: broadening the nomological network of business-to-business relationships.European Journal of Marketing,40(3/4),311-327.
  83. Uncles, M. D.,Dowling, G. R.,Hammond, K.(2003).Customer loyalty and customer loyalty programs.Journal of Consumer Marketing,20(4),294-316.
  84. Vargo, S.L.,Lusch, R.F.(2004).The four service marketing myths: Remnants of a goods-based, manufacturing model.Journal of Service Research,6(4),324-335.
  85. Verhoef, P.C.,Reinartz, W.J.,Krafft, M.(2010).Customer engagement as a new perspective in customer management.Journal of Service Research,13(3),247-52.
  86. Voon, B.H.(2006).Linking a service-driven market orientation to service quality.Managing Service Quaterly,16(6),595-619.
  87. Voon, B.H.(2008).Servmo: a measure for service-driven market orientation in higher education.Journal of Marketing of High Education,17(2),216-237.
  88. Westbrook, Robert A.(1980).lntrapersonal Affective Influences on Consumer Satisfaction With Products.Journal of Consumer Research,7,49-54.
  89. Wray, B.,Palmer, A.,Bejou, D.(1994).Using neural network analysis to evaluate buyer-seller relationships.European Journal of Marketing,28(10),32-48.
  90. Yang, Z.,Peterson, R. T.(2004).Customer perceived value, satisfaction, and loyalty: The role of switching costs.Psychology & Marketing,21(10),799-822.
  91. Zeithaml, V.A.(2000).Service quality, profitability, and the economic worth of customers: what we know and what we need to learn.Journal of the Academy of Marketing Science,28(1),67-85.
  92. 楊朝祥(2009)。台灣高等教育的挑戰、超越與卓越。教育資料集刊，44，1-29。
print cancel