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    題名: 私立高職品牌形象與顧客滿意度相關之研究
    其他題名: A study of the relationship between brand images and customer satisfaction in private vocational high schools
    作者: 林盈然;Lin, Ying-jan
    貢獻者: 淡江大學教育政策與領導研究所碩士班
    陳錫珍;Chen, June S
    關鍵詞: 品牌形象;學校品牌形象;顧客滿意度;Brand Image;School Brand Image;Customer Satisfaction
    日期: 2008
    上傳時間: 2010-01-11 00:23:02 (UTC+8)
    摘要:   本研究旨在探討私立高職品牌形象與顧客滿意度相關情形。首先探討學校品牌形象理論、顧客滿意度理論與其相關研究, 其次, 分析私立高職學生的學校品牌形象及滿意度現況、差異情形、相關情形及預測力情形,提出提升學校品牌形象及顧客滿意度的具體建議,以供私立高職學校參考。
      本研究主要採用問卷調查法, 根據相關文獻編擬問卷初稿, 依據預試結果編製「私立高職品牌形象與顧客滿意度相關研究之調查問卷」。研究對象以臺北縣市私立高職學生為主, 共得有效樣本私立高職學生共578 人。資料處理部分以SPSS for Windows 12.0 中文套裝軟體為主,採用描述統計、t 考驗、單因子變異數分析、皮爾森積差相關及多元迴歸分析等方法進行統計。本研究的重要發現為:
    一、私立高職學生的學校品牌形象知覺情形趨為良好。
    二、私立高職學生的顧客滿意度情形趨為普通。
    三、私立高職學生的學校品牌形象知覺在年級、性別、家長教育程度、學校位置及學校規模上有顯著差異。
    四、私立高職學生的顧客滿意度在年級、性別、家長教育程度、學校位置及學校規模上有顯著差異。
    五、私立高職品牌形象與顧客滿意度呈現顯著正相關。
    六、私立高職品牌形象中, 以公關行銷形象、課程活動形象與學校環境形象對顧客滿意度最具解釋力。
      The purpose of this study was to investigate the relationship between brand images and customer satisfaction in private vocational high schools. Questionnaires assessing students’ school brand image and customer satisfaction were completed by 578students from private vocational high school in Taipei. Findings of the study were as follow:
    1.The private vocational high school students reported strong sense of school brand image.
    2.The private vocational high school students reported an ordinary sense of customer satisfaction.
    3.There were significant differences in students’ school brand image on grade, gender, parents’ educational background, location of the school, and size of the school.
    4.There were significant differences in students’ customer satisfaction on grade, gender, parents’ educational background, location of the school, and size of the school.
    5.The school brand image and customer satisfaction were highly correlated.
      Finally, suggestions based on the literature reviews and research findings were presented for private vocational high school directors and future research.
    顯示於類別:[教育政策與領導研究所] 學位論文

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