| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 95 === Abstract
Due to the increase in national incomes of Taiwan in recent years, and the increase in national purchasing power of Taiwan, the citizens’ demand for high quality learn and services provided by the Extension Education has increased. Gradually, competions in Taiwan learns industry are becoming fierce. it’s more difficult to develop new customers than ever. Therefore, each company tries to hard to provide better service quality, or uses various marketing programs to enhanced customers satisfaction, values, and create high loyalty customers. Hence, How to measure the service quality to achieve the aim of enhanced customer satisfaction and customer loyalty is now of the most advertent issues to the managers.
The goals of this study are to investigate by questionnaires survey with random sampling to realize the student behavior in Extension Education of Art course of student. The research structure include of three construct relations. It includes Service Quality, Customer Satisfaction, and Customer Loyalty. The customers of the examples of an extension education center of art course in university were the target to be asked. 538 questionnaires were returned, twenty three of these were invalid, 515 were valid and the valid return rate was 94%. The research uses Statistics Package for Social Science software 10.0 statistic tools, According to the questionnaires of data, analyzing methods are as follows: Reliability Analysis, Descriptive Statistics, one-way ANOVA, Least significant difference, Person’s Product Moment of Coefficient Correlation Analysis, Regression analysis…etc.
The research result turns as following:
1. The extension education of art course of service quality, customer satisfaction, and customer loyalty model supports this research’s framework.
2. Personal characteristics of the extension education of art course of customers (gender, age, marriage status, occupation, education level, individual month of income.) influence service quality, customer satisfaction and customer loyalty and cause obvious variations.
3. According to each variation, the extension education of art course has obvious positive relevance with service quality, customer satisfaction, and customer loyalty.
4. The extension education of art course of service quality and customer satisfaction have obvious positive effect to customer loyalty.
5. Increasing the extension education of art course of customer satisfaction can
further enhance bilateral future interaction, and build up high customer loyalty.
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