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題名:學校品牌形象、學校服務品質及行銷策略與學生滿意度關聯性研究—以大學餐旅系為例
作者:林淑容
作者(外文):SHU-RUNG LIN
校院名稱:國立彰化師範大學
系所名稱:教育研究所
指導教授:林國楨
學位類別:博士
出版日期:2016
主題關鍵詞:學校品牌形象學校服務品質行銷策略學生滿意度餐旅系school brand imageschool service qualitymarketing strategystudent satisfactiondepartment of hospitality management
原始連結:連回原系統網址new window
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  近年來就讀大學餐旅系學生人數眾多,然而學生滿意度對於學校品牌形象、學校服務品質及行銷策略有著直接影響,本研究根據文獻分析,提出學校品牌形象、學校服務品質及行銷策略與學生滿意度的研究架構圖,以建立本研究的理論模式,從有效問卷以SPSS統計軟體來進行分析,以驗證理論模式。
  本研究採用問卷調查法,取樣範圍包括台灣地區:北部、中部、南部、東部、離島之大學餐旅系在學學生,採取隨機抽樣的方式進行,共抽取28所學校校發出問卷1000份,回收之有效問卷為836份,問卷回收率83.6%。
  本研究得到之研究結果:1.年齡對學校品牌形象、學校服務品質、行銷策略與學生滿意度有部分顯著差異。2.性別對學校品牌形象、學校服務品質、行銷策略與學生滿意度有部分顯著差異。3.年級對學校品牌形象、學校服務品質、行銷策略與學生滿意度有顯著差異。4.家庭狀況對學校品牌形象、學校服務品質、行銷策略與學生滿意度有部分顯著差異。5.學校地區對學校品牌形象、學校服務品質、行銷策略與學生滿意度有部分顯著差異。6.行銷策略與學校服務品質有正向相關的假設部分成立。7.學校服務品質與學校品牌形象有正向相關的假設部分成立。8.行銷策略與學校品牌形象有正向相關的假設部分成立。9.學校服務品質在行銷策略對學校品牌形象時,具部分中介存在,故假設部分成立。10.行銷策略與學生滿意度有正向相關的假設部分成立。11.學校品牌形象與學生滿意度有正向相關的假設部分成立。12.學校服務品質與學生滿意度有正向相關的假設部分成立。最後本研究根據結論提出建議,期望能為大專校院餐旅系的永續經營提供些許助益。
  More young generation like to be the hospitality students in Taiwan in recent years. However, student satisfaction will directly affect the results on school brand image, school service quality and marketing strategy. Based on the literature analysis, this study provided the study construction of school brand image, school service quality, marketing strategy and student satisfaction to establish a theoretical model of this study. SPSS statistical software was used for analysis to verify the theoretical model of valid questionnaires.
Questionnaires were provided by random from the department of hospitality students including northern, central, southern, eastern and off-shore islands of Taiwan, total in 28 schools and 836 valid questionnaires were collected out of 1000, the response rate were 83.6%.
Results shows as following:
(1)There are part of significant difference among age, school brand image, service quality, marketing strategy, and student’s satisfaction.
(2)There are part of significant difference among gender, school brand image, service quality, marketing strategy, and student’s satisfaction.
(3)There are significant difference among grade, school brand image, service quality, marketing strategy, and student’s satisfaction.
(4)There are part of significant difference among family condition, school brand image, service quality, marketing strategy, and student’s satisfaction.
(5)There are part of significant difference among school location, school brand image, service quality, marketing strategy, and student’s satisfaction.
(6)The hypothesis of positive correlation between marketing strategy and service quality are supported partially.
(7)The hypothesis of positive correlation between school service quality and brand image are supported partially.
(8)The hypothesis of positive correlation between school marketing strategy and brand image are supported partially.
(9)The hypothesis of mediation effects between school service quality and marketing strategy existed that are supported partially.
(10)The hypothesis of positive correlation between school brand image and student’s satisfaction are supported partially.
(11)The hypothesis of positive correlation between school brand image and student’s satisfaction are supported partially.
(12)The hypothesis of positive correlation between school service quality and student’s satisfaction are supported partially.
Finally, this study based on conclusion proposed that expecting the college and university of tourism and hospitality department offered profits for carrying on permanently.
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