| 摘要註: |
隨著社會結構的轉變,少子化現象的出現,補習班家數的不斷提升,消費者的選擇也越趨多元,選擇補習班的條件也越趨嚴格,服務品質的優劣,知覺價值的認知,將會影響消費者的滿意度,進而影響行為意向。 本研究以K補習班作為研究對象,經由實證分析來探討服務品質、知覺價值、滿意度與行為意向間之關係,本研究共發放141分問卷,有效問卷為111份。分析時,首先以獨立樣本T檢定探討性別對服務品質、知覺價值、滿意度與行為意向的影響程度;其次,以變異數分析,分別探討年齡、教育程度、職業、家庭平均月收入與家中子女數對服務品質、知覺價值、滿意度與行為意向之影響程度;最後,採用迴歸分析方法,探討服務品質、知覺價值、滿意度與行為意向之間的關聯性。經由實證分析結果,本研究發現:1.不同的教育程度對於服務品質之有形性具有顯著差異,其餘人口統計變項包括性別、年齡、職業、每月家中收入、家中子女數等,對於服務品質、知覺價值、滿意度與行為意向各構面均無顯著差異。2. 服務品質之可靠性對於知覺價值之社會價值、功能價值、滿意度均有顯著影響。3.服務品質之關懷性對於知覺價值各構面均有顯著影響,且關懷性對於滿意度及行為意向中支付更多具有顯著影響。4.知覺價值之情感價值、社會價值、經濟價值對於滿意度具有顯著影響。5.知覺價值之社會價值與經濟價值對於行為意向之忠誠與支付更多具有顯著影響。6.滿意度對於行為意向之忠誠與支付更多具有顯著影響。 Within this rapidly decreasing birth rate and enormously increasing language schools, social structure is changing as well. Customers tend to make more diversified and more careful selection consider choosing language schools. The quality of service and the recognition of perceived value will highly affect customer satisfaction and their behavior intention. In my research, it consisted of an empirical analysis of the relationship between the service quality, perceived value, satisfaction and the behavior intention in the language school “K.” By collecting 111 valid questionnaires out of 141, three types of methods are included in my empirical analysis. First, employed the independent sample T-test to examine the level of affection between the service quality, perceived value, satisfaction and the behavior intention with different gender. Second, employed the ANOVA to examine the level of affection between the service quality, perceived value, satisfaction and the behavior intention with different ages, educational background, occupation, family income and the number of children in a family. Third, employed the Regression Analysis to examine the relationship between the service quality, perceived value, satisfaction and the behavior intention. The results uncovered, 1.The affection is Tangible to the service of quality if the educational background is different. However, the other variables including gender, age, occupation, family income, number of children showed no differences to the service quality, perceived value, satisfaction and behavior intention. 2.The reliability of service quality affects remarkably to the perceived value including the social value, functional value and satisfaction. 3.Empathy in quality of service remarkably affects perceived value, furthermore empathy affects behavior intention and customer satisfaction greatly. 4.Emotional value, social value, economic value in perceived value also affect customer satisfaction significantly. 5.Social value and economic value in perceived value affect customer behavior intention, directly determined customer royalty. 6.Moreover, customer royalty and want to pat more are also affected greatly by customer behavior intention. |