台灣地區高等管理教育市場高價學程之顧客對學程期望與滿意度之研究

Abstract

台灣地區高等管理教育中的高價學程市場（即EMBA）近年來已面臨供過於求、競爭激烈的態勢，各大專院校皆須盡力滿足入學者之期望並維護學程之總體品質，以提升自身聲譽，方能在競爭中獲勝。本研究自瞭解顧客期望之角度出發，以Zeithaml、Parasuraman和Berry (1993) 提出之容忍區概念為基礎，挑選高等管理教育市場中的高價學程為研究對象，欲證明容忍區概念不僅適用於傳統服務業，也可適用在高等管理教育市場中的高價學程上。研究方法以問卷自就讀台大EMBA學程之學生蒐集資料，探討容忍區之大小與滿意度之關係，並試圖找出影響容忍區大小之因素。研究結果發現，容忍區之大小確實顯著影響最終顧客對該服務之滿意度，此外也發現容忍區之大小會受到許多消費者特性 (人口統計變數、個人背景、人格特質、消費時之情境因素) 之顯著影響。上述結果不僅強化容忍區概念的重要性，也足以成為各大專院校在往後瞭解入學者期望及設計EMBA學程時的重要參考。最後，本研究也對容忍區概念之模型做出延伸，並提供一些後續研究建議。

In recent years, the market of high-price program (EMBA program) in Taiwan higher management education was over-supplied and was in a flaming competition. In order to win victory and enhance their own reputation, every institute dedicated to satisfy every enrollee’s expectation and maintain the program’s overall quality. In current study, we viewed this issue from the perspective of understanding customers’ expectation. We applied the concept zone of tolerance (ZOT), which is argued by Zeithaml, Parasuraman, and Berry in 1993, and took EMBA program as our research object. We wished to prove that ZOT can not only be applied to the traditional service industries but also to the high-price program of educational service industries. Research data were collected by questionnaire from National Taiwan University EMBA program students, we discussed the relationship between the magnitude of ZOT and customer satisfaction. Besides, we tried to find out the factors which could possibly influence the magnitude of ZOT. The results revealed that the magnitude of ZOT significantly influenced customer satisfaction. In addition, several consumer characteristics that could significantly influence the magnitude of ZOT were found, such as demographic variables, personal background, personality, and other situational factors while consuming. These results not only strengthened the importance of ZOT but also provided many essential references for every institute about their understanding of students’ expectation and their program designing. In the end, we extended the model of ZOT and mentioned several suggestions for future research.