員生消費合作社服務品質、學生滿意度與忠誠度之關係研究

A Research on the Relationships among Service Quality, Satisfaction and Loyalty for School Consuming Cooperative

員生消費合作社是由全體師生共組的，它是一個可以讓學生透過實際操作去體驗了解生活的平台。藉由員生消費合作社的合作教育活動，將生活教育與學校的教學相輔相成，達到培養學生健全人格、民主素養、法治觀念、人文涵養、鄉土關懷…等等教育目的。隨著雙薪家庭日漸普遍，學生的所能支配的金錢越來越多，加上校外零售店的普及，學校教職員參與員生消費合作社業務的意願降低。了解學生的金錢觀及購物習慣，藉此調整員生消費合作社的商品內容與經營模式，不管是從學校的角度或是由組織經營的立場來看，都是值得探討的議題。服務品質在現今激烈的競爭市場中，已經成為企業成功經營的關鍵，而顧客滿意度與顧客忠誠度亦成為各個企業的經營指標。本研究想要探討員生消費合作社服務品質、學生滿意度與忠誠度的關係，期望能對目前員生消費合作社逐漸式微的情況有所幫助。 The school consuming cooperative is organized by teachers and students. It is a platform that allows students to life learning through practical operations. The cooperation activities are in company with the life education and the school's teaching. The functions of the school consuming cooperative includes to cultivate students' sound personality, democratic quality, law concept, human culture, and local care, etc. With the increasing popularity of dual-pay families, students have more pocket money. The popularity of off-campus retailing stores has reduced the willingness of school staff to participate in the consuming cooperative. Understanding students' money disposal concept and their shopping habits can be the reference to adjust the commodity content and business model. The prior issues about the school consuming cooperative are important from both of the school and organizational management perspectives. Service quality has become the key to successful business operations in today's fiercely competitive market. Customer satisfaction and customer loyalty have also become business indicators for various companies. This study explores the relationship among service quality, student satisfaction, and loyalty of the school consuming cooperative, and the results contribute to the current cooperative business.

The school consuming cooperative is organized by teachers and students. It is a platform that allows students to life learning through practical operations. The cooperation activities are in company with the life education and the school's teaching. The functions of the school consuming cooperative includes to cultivate students' sound personality, democratic quality, law concept, human culture, and local care, etc. With the increasing popularity of dual-pay families, students have more pocket money. The popularity of off-campus retailing stores has reduced the willingness of school staff to participate in the consuming cooperative. Understanding students' money disposal concept and their shopping habits can be the reference to adjust the commodity content and business model. The prior issues about the school consuming cooperative are important from both of the school and organizational management perspectives. Service quality has become the key to successful business operations in today's fiercely competitive market. Customer satisfaction and customer loyalty have also become business indicators for various companies. This study explores the relationship among service quality, student satisfaction, and loyalty of the school consuming cooperative, and the results contribute to the current cooperative business.