The Study of Relationships among University Image, Service Quality, Student Satisfaction and Student Loyalty- The Case from Extension Education Division

• Main Authors: CHANG, PEI-LING, 張佩玲
• Other Authors: 劉宗哲
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/xa64v2

碩士 === 東吳大學 === 企業管理學系 === 104 === There are rapid changes in population, insufficient number of prospective students, university extension center quickly increased and the Community College established. In response to the trend, a University Extension Centre should work on how to show different characteristics and advantages from other adult education institutions in future to enhance students ' willingness to choose this university. This research aimed to investigate on the associations between service quality, corporate Image, customer satisfaction, and loyalty. Paper-based questionnaire survey was made on students in university extension center, with total effective sample of 174 was collected and analyzed by using software SPSS 20.0 and LISREL 8.50. Research results show that service quality and corporate image have positive effects on the customer satisfaction and customer loyalty. In addition, it also verified that customer satisfaction played a partial mediating role in service quality, corporate image and customer loyalty. Key words: service quality, corporate image, customer satisfaction, customer loyalty