大學服務品質提昇措施影響滿意度與品牌權益之探究－以一所科技大學為例

The Effect of Service Quality Improvement on Satisfaction and Brand Equity: The Case of a Taiwanese University of Technology

大學如何提昇服務品質，建立優質品牌，已是臺灣高教機構必須積極面對的議題。本研究旨在建構一個由大學服務品質提昇措施、大學生滿意度和大學品牌權益組成的模式架構，以檢驗大學服務品質提昇措施增進大學生滿意度和大學品牌權益的關聯性與影響效果。研究選取一所臺灣地區申請南部區域教學中心「精進服務品質計畫」的科技大學，間隔7 個月，兩次實證研究，各調查447 位與485 位大學生對於大學服務品質成效、滿意度和大學品牌權益的知覺。大學服務品質提昇措施分成5 層面，大學生滿意度為中介變項，以品牌形象與忠誠度代表大學品牌權益變項。研究結果顯示，各變項的表現情形屬於中等至中上程度，部份變項和層面於計畫實施後有所提昇。各變項間具有相關性，而提昇服務品質措施能直接與間接透過滿意度影響大學品牌權益，此一因果模式具有跨時間的穩定性，但部份層面及影響強度則有所變化。

Improving service quality and building brands in universities and colleges are issues that higher education institutes must face. This study builds a model consisting of university promotion of service quality, student satisfaction, and university brand equity to examine the effect of university service quality improvement measures on student satisfaction and university brand equity. We selected a university of technology that applied to be a “Service Quality Improvement Project” for the Southern Taiwan Teaching Learning Resource Center. Student perceptions of university service quality, satisfaction, and university brand equity were gathered from 447 and 485 students at 7-month intervals. Promotion of service quality was divided into 5 phases, with student satisfaction as a mediator variable, and brand image and loyalty as brand equity variables. The results show that the variables fluctuate between having an average to an above average effect. Some variables and phases increase as the project progresses. A correlation exists between each variable. Promotion of service quality has a direct or indirect influence on university brand equity through the satisfaction-mediating variable. The cause-and-effect model is stable over time. However, how some phases and effects change is unclear.