2015．第43卷第1期（Vol. 43 No. 1）．pp. 179–203
高等教育機構行銷策略、信任、承諾對忠誠度模式之建構與驗證
Constructing and Implementing a Conception Model of Marketing Strategy, Trust, Commitment, and Loyalty for Higher Education Institutions
陳玉娟（Yu-Chuan CHEN）
摘要
本研究旨在探究在高等教育體系中，以建構並驗證承諾與信任為中介變項的前提下，行銷策略的運用對學生忠誠度的關連。本研究於2013年共蒐集421份有效問卷資料，以結構方程模式統計方法檢視有關假設結構模式是否成立。研究結果發現，行銷策略無法對學生忠誠度產生直接效果，但可藉由承諾與信任作學校行銷策略與學生忠誠度的中介變項，使行銷策略透過承諾或信任，發揮影響忠誠度的間接效果。這意味信任與承諾在當中扮演重要角色。研究者並進而提出對高等教育經營管理及未來研究的建議。
關鍵詞：行銷策略；忠誠度；承諾；信任；高等教育
Abstract
This study, conducted in 2013, aimed to explore commitment and trust as mediators between marketing strategies and student loyalty in higher education industries. The sample included 421 students. A research model of marketing strategies, commitment, trust, and loyalty was proposed and tested by using a structural equation modeling approach. Results indicated that commitment and trust were mediating factors in the relationship between marketing strategies and loyalty. These findings suggest not only that it is important to consider marketing strategies in understanding student loyalty but also that commitment and trust play important roles in this relationship. Based on research results, the author puts forward a number of relevant directions and implications of findings for school managers. Finally, the author provides some suggestions for future research.
Keywords: marketing strategy; loyalty; commitment; trust; higher education