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題名：教育與服務--推廣教育學員品質知覺對滿意度之影響
書刊名：顧客滿意學刊
作者：尚榮安 引用關係／劉宗哲 引用關係／林炳文
作者(外文)：Shang, Rong-an／Liu, Chung-tzer／Lin, Ping-wen
出版日期：2006
卷期：2:1
頁次：頁27-54
主題關鍵詞：顧客滿意度；服務品質；關係品質；品質知覺；推廣教育；Customer satisfaction；Service quality；Relationship quality；Quality perception；Continuing education
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:0
  • 點閱點閱:96
在教育商品化的過程中，教育已逐漸被視為一種服務的商品，這個趨勢，尤其在以成人為對象的推廣教育或繼續教育中特別明顯。育單位也需設法提升學員的滿意度，以因應市場的競爭。在這個過程中，教學位所的教學產品、整體服務、甚至教學單位與學員間的關係，都會影響學員的滿意度。本研究探討推廣教育學員所知覺之核心與周邊產品品質、服務品質、以及關係品質對學員滿意度的影響。研究結果發現核心的教學品質與其他周邊品質對學員滿意度的影響途徑不同，這個結果除了能顯示學員所重視的產品價值外，亦有助於釐清這些品質概念對推廣教育的意義。
As the supply of education increased and the education itself been commercialized, education providers, especially for the continuing education, face hard competition now and have to increase the customer satisfaction and then loyalty in order to survive in the market. Education has transferred form a teaching-oriented into a customer-oriented activity. This study investigated the impacts of the perceptions of teaching quality, complementary product quality, service quality, and relationship quality on the students’ satisfaction in the continuing education. The results show that the student’s satisfaction is mainly affected by the teaching quality and the impact of teaching quality on satisfaction is different with the impact of complementary product quality. The results also suggest some implications for the value of service and relationship quality in continuing education.
期刊論文
1.Athiyaman, A.(1997)。Linking Student Satisfaction and Service Quality Perceptions: The Case of University Education。European Journal of Marketing，31(7)，528-540。  new window
2.Beerli, A.、Martin, J. D.、Quintana, A.(2004)。A Model of Customer Loyalty in the Retail Banking Market。European Journal of Marketing，38(1/2)，253-275。  new window
3.Bloemer, J. M.、Lemmink, J. G. A. M.(1992)。The Importance of Customer Satisfaction in Explaining Brand and Dealer Loyalty。Journal of Marketing Management，8(4)，351-364。  new window
4.Buschor, C. B.、Forrer, E.、Merki, K. M.(2002)。The Willingness of Young Swiss to Participate in Continuing Education and Training: Initial Findings from a Survey of Young Adults。Education & Training，44(4/5)，224-232。  new window
5.Cina, C.(1989)。Creating an Effective Consumer Satisfaction Program。Journal of Business & Industrial Marketing，4(2)，33-42。  new window
6.Cohen, P. A.(1981)。Student Ratings of Instruction and Student Achievement。Review of Educational Research，51(3)，281-309。  new window
7.Gronroos, C.(1982)。An Applied Services Marketing Theory。European Journal of Marketing，16(7)，30-41。  new window
8.Gummesson, E.(1987)。The New Marketing: Developing Long-Term Interactive。Long Range Planning，20(4)，10-21。  new window
9.Joseph, M.、Joseph, B.(1997)。Employers' Perceptions of Service Quality in Higher Education。Journal of Marketing for Higher Education，8(2)，1-13。  new window
10.Kaplan, P. L.、Saltiel, I. M.(1997)。Adult Who Do It All: Balancing Work,Family and Schooling。Adult Learning，8(5/6)，17-18。  new window
11.Kuruuziim, A.(2001)。A Maximization Model to Satisfy the Perceived Quality in Education。METUStudies in Development，28(3/4)，383-397。  new window
12.Leisen, B.、Vance, C.(2001)。Cross-National Assessment of Service Quality in the Telecommunication Industry: Evidence from USA and German。Managing Service Quality，11(5)，307-317。  new window
13.Licata, J.、Frankwick, G. L.(1996)。University Marketing: A Professional Service Organization Perspective。Journal of Marketing for Higher Education，7(2)，1-16。  new window
14.Long, P.、Tricker, T.、Rangecroft, M.、Gilroy, P.(1999)。Measuring the Satisfaction Gap: Education in the Market-place。Total Quality Management，10(4/5)，S772-S778。  new window
15.Michael, S. O.、Hamilton, A.、Dorsey, M. R.(1995)。Administering the Adult and Continuing Education Programme in a Free Market Economy: The Use of Strategic Marketing Planning。The International Journal of Educational Management，9(6)，22-31。  new window
16.Narasimhan, K.(1997)。Improving Teaching and Learning: The Perceptions Minus Expectations Gap Analysis Approach。Training for Quality，5(3)，121-125。  new window
17.Owlia, M. S.、Aspinwall, E. M.(1997)。TQM in Higher Education--A Review。The International Journal of Quality & Reliability，14(5)，527-543。  new window
18.Richardson, J. T.、King, E.(1998)。Adult Students in Higher Education: Burden or Boom?。Journal of Higher Education，69(1)，65-68。  new window
19.Sevier, R. A.(2002)。Marketing your Continuing Education Program。The Catalyst，31(1)，15-17。  new window
20.Zammuto, R. F.、Keaveney, S. M.、O'Connor, E. J.(1996)。Rethinking Student Services: Assessing and Improving Service Quality。Journal of Marketing for Higher Education，7(1)，45-70。  new window
21.Guolla, Michael(1999)。Assessing the Teaching Quality to Student Satisfaction Relationship: Applied Customer Satisfaction Research in the Classroom。Journal of Marketing Theory & Practice，7(3)，87-97。  new window
22.Babakus, Emin、Boller, Gregory W.(1992)。An Empirical Assessment of the SERVQUAL Scale。Journal of Business Research，24(3)，253-268。  new window
23.Soutar, G.、McNeil, M.(1996)。Measuring service quality in a tertiary institution。Journal of Educational Administration，34(1)，72-82。  new window
24.Humphreys, M. A.、Williams, M. R.(1996)。Exploring the Relative Effects of Salesperson Interpersonal Process Attributes and Technical Product Attributes on Customer Satisfaction。Journal of Personal Selling and Sales Management，16(3)，47-57。  new window
25.Keating, B.、Rugimbana, Robert、Quazi, A.(2003)。Differentiating Between Service Quality and Relationship Quality in Cyberspace。Managing Service Quality，13(3)，217-232。  new window
26.Bitner, M. J.(1990)。Evaluating Service Encounter: The Effect of Physical Surroundings and Employee Responses。Journal of Marketing，54，69-81。  new window
27.Gronroos, Christian(1990)。Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface。Journal of Business Research，20(1)，3-11。  new window
28.Mittal, B.、Lassar, W. M.(1998)。Why do Customers Switch? The Dynamics of Satisfaction Versus Loyalty。Journal of Services Marketing，12(3)，177-194。  new window
29.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structure Equations Models With Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
30.Cheng, Yin Cheong、Tam, Wai Ming(1997)。Multi-Models of Quality in Education。Quality Assurance in Education，5(1)，22-31。  new window
31.Parasuraman, A.、Zeithaml, Valarie A.、Berry, Leonard L.(1994)。Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Future Research。Journal of Marketing，58(1)，111-124。  new window
32.Carman, James M.(1990)。Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions。Journal of Retailing，66(1)，33-55。  new window
33.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。Communication and Control Processes in the Delivery of Service Quality。Journal of Marketing，52(2)，35-48。  new window
34.Price, Linda L.、Arnould, Eric J.(1999)。Commercial Friendships: Service Provider-Client Relationships in Context。Journal of Marketing，63(4)，38-56。  new window
35.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
36.Hennig-Thurau, Thorsten、Klee, Alexander(1997)。The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development。Psychology & Marketing，14(8)，737-764。  new window
37.Marsh, H. W.(1987)。Students' Evaluations of University Teaching: Research Findings, Methodological Issues, and Directions for Future Research。International Journal of Educational Psychology，11(3)，253-388。  new window
38.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
39.Berry, Leonard L.(1995)。Relationship Marketing of Services: Growing Interest, Emerging Perspectives。Journal of the Academy of Marketing Science，23(4)，236-245。  new window
40.Brady, Michael K.、Cronin, J. Joseph Jr.(2001)。Some New Thoughts on Conceptualizing Perceived Service Quality: a Hierarchical Approach。Journal of Marketing，65(3)，34-49。  new window
41.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
42.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
43.Wong, Amy、Sohal, Amrik S.(2002)。An Examination of the Relationship between Trust, Commitment and Relationship Quality。International Journal of Retail & Distribution Management，30(1)，34-50。  new window
44.Woodside, Arch G.、Frey, Lisa L.、Daly, Robert Timothy(1989)。Linking service quality, customer satisfaction, and behavioral intention。Journal of Health Care Marketing，9(4)，5-17。  new window
45.Oliver, Richard L.(1993)。Cognitive, affective, and attribute bases of the satisfaction response。Journal of Consumer Research，20(3)，418-430。  new window
46.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
47.Oliver, Richard L.(1999)。Whence consumer loyalty?。Journal of Marketing，63(4_suppl 1)，33-44。  new window
48.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
49.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
50.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
51.Anderson, Eugene W.、Sullivan, Mary W.(1993)。The Antecedents and Consequences of Customer Satisfaction for Firms。Marketing Science，12(2)，125-143。  new window
52.Anderson, Eugene W.、Fornell, Claes、Lehmann, Donald R.(1994)。Customer satisfaction, market share, and profitability: Findings from Sweden。Journal of Marketing，58(3)，53-66。  new window
53.Bolton, Ruth N.、Drew, James H.(1991)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。  new window
54.Roberts, Keith、Varki, Sajeev、Brodie, Rod(2003)。Measuring the Quality of Relationships in Consumer Service: An Empirical Study。European Journal of Marketing，37(1/2)，169-196。  new window
圖書
1.Gummesson, E.(1999)。Total Relationship Marketing。Oxford：Butterworth-Heinemann：The Chartered Institute of Marketing。  new window
2.Kirp, D. L.(2003)。Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education。Cambridge, MA：Harvard University Press。  new window
3.Zeithaml, Valarie A.、Binter, Mary Jo(1996)。Service Marketing。McGraw-Hill。  new window
4.Sasser, W. E.、Olsen, R. P.、Wyckoff, D. D.(1978)。Management of Service Operations: Text, Cases and Readings。Boston：Allyn and Bacon, Inc.。  new window
5.Kline, Rex B.(1998)。Principles and Practice of Structural Equation Modeling。Guilford Press。  new window
圖書論文
1.Holbrook, M. B.、Corfman, K. P.(1985)。Quality and Value in the Consumption Experience: Phaedrus Rides Agai。Perceived Quality。Lexington, MA：Lexington Books。  new window
 
 
 
 
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