A Study on the Relationship Among Service Quality、Customer Satisfaction and Loyalty ─ A Case for Educational Institution

• Main Authors: CHIU, CHANG-I, 邱昌宜
• Other Authors: GOO, YEONG-JIA
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/06294210196653553515

碩士 === 國立臺北大學 === 企業管理學系 === 92 === ABSTRACT A Study on the Relationship Among Service Quality、Customer Satisfaction and Loyalty ─ A Case for Educational Institution by CHIU, CHANG-I June 2004 ADVISOR(S):Dr. GOO, YEONG-JIA DEPARTMENT: DEPARTMENT OF BUSINESS ADMINISTRATION MAJOR: BUSINESS ADMINISTRATION DEGREE: MASTER OF BUSINESS ADMINISTRATION In recent years, the concept of lifetime learning appears to be more important in nowadays circumstances, and the culture and education trade has stepped up from 2297 firms in 1995 to 11828 in 2004 in recent ten years. The high —speed growth also causes sharp competition between industries. The point that the culture and education trade should understand when making high-quality service is how to make service quality better to win the consumer loyalty, and to get higher possession in the market to achieve the earning profits goal of enterprises. Therefore, the service quality is the important issue when the service trade delivers their service. The three scholars, Parasuraman, Zeithaml and Berry address the measure model of service quality, we start to probe into the service quality of the culture and education trade according to five service qualities that three scholars revised. We examine the expectations of consumers and satisfactions through paired t test, mean test. Also, we extract the part of service quality about the culture and education trade through factor analysis. The new qualities are empathy of customer, assurance of customer, reliable of service, tangibles of service, And we discuss the correlation between the basic data of consumer, service quality , consumer satisfactory and loyalty through ANOVA, REG, person correlation, and SEM . That we could build the complete correlation model of service quality, whole consumer satisfaction, the consumer loyalty (recommend willingness and repurchase intent of consumer). The conclusion of the studies is that the correlation between service quality and satisfaction is stronger than between satisfaction and loyalty because satisfaction acts as a mediator of the quality-loyalty relationship. When the customer is satisfied at the general stage, the recommend and repurchases willing of customer is low, the customer is at satisfied and very satisfied, the recommend willing of customer will raise rapidly. Therefore, only offering good service is not enough to win higher customer loyalty. The enterprises shall afford the best service to get the possibility of higher customer satisfactory and higher customer loyalty. In the part of service quality examination, we find the gap that result from the customer expectation is bigger than the customer satisfaction. We suggest that the enterprises offer their service and make promises according to their service capability instead of offering service out of promise. Key-word: Service Quality, Customer Satisfaction, Loyalty