大學推廣教育學員知覺課程價值、修課滿意度與忠誠度之關係

Abstract

臺灣各大學校院莫不重視推廣教育之提供，但如何成功地規劃推廣教育班次與課程，使學員修課滿意度及忠誠度有所提升，已成大學推廣教育之重要經營管理課題。本研究目的在探討大學推廣教育學員知覺課程價值、修課滿意度與忠誠度之間的關係。以高等教育體系中S大推廣教育非學分班學員為對象，發放500份問卷，有效回收378份；並以信度分析、描述性分析、相關分析及迴歸分析等統計程序進行資料分析，獲得以下結論：(1)學員對於服務品質、價格和教育機構之忠誠度的認同程度偏低；(2)學員知覺課程價值愈高，其修課滿意度愈高；(3)學員修課滿意度愈高，其忠誠度愈高；(4)學員知覺課程價值愈高，其忠誠度愈高；(5)知覺課程價值可透過著重提高學員修課滿意度，以提高學員忠誠度。

All universities and colleges in Taiwan value the offering of extension education programs. However, to successfully plan the programs and promote participants’ satisfaction and loyalty have become an important management issues of university extension education. This study aimed to investigate the relations among perceived value of courses, program satisfaction and institutional loyalty in university extension courses. Subjects who volunteered to take part in the survey were the participants in the non-credit courses in a selected university further education college. Of the 500 questionnaires distributed, 378 valid ones were returned. The correlation and regression analysis methods were used to analyze the data collected. The conclusions of this study are as follows : (1) The participants’ satisfaction of service guality and price, as well as educational institutions loyalty is low. (2) The higher perceived value leads to the higher satisfaction. (3) The higher satisfaction leads to loyalty. (4) The higher perceived value leads to loyalty. (5) It is possible that perceived value can increase loyalty via increasing satisfaction.