本研究利用樂齡學習中心的服務品質與學員的滿意度作為主要解釋變數，探討樂齡學習中心的服務品質、學員滿意度是否影響學員的忠誠度，主要以參與金門地區樂齡學習中心之55歲以上，且目前仍在樂齡學習中心上課之學員為研究對象進行問卷調查，並採用敘述統計分析和迴歸分析驗證三者的關係。
本文的實證結果顯示，現代化設備和課程符合需求是影響學員滿意度最重要的因素。服務品質變項中的明確告知事項與服務人員可信賴是影響學員忠誠度最重要的要素；滿意度變項中的課程實用性亦是決定忠誠度的緊要因素。當我們採其平均數，以單一服務品質指標與單一滿意度指標進行分析，結果顯示服務品質指標為影響學員滿意度的主要因素，滿意度指標亦影響著學員忠誠度。服務品質、學員滿意度與學員忠誠度之正向顯著關係，在本研究中亦得到印證。
綜合上述，本研究總結樂齡中心不斷增加拓點社區，並無法提升招生效益、現代化設備與課程符合需求對顧客滿意度影響最為重要、以及服務品質對忠誠度的影響比顧客滿意度對忠誠度的影響更為重要。
關鍵字：樂齡學習、服務品質、顧客滿意度、顧客忠誠度

This study aims to explore whether the service quality and the student satisfaction of the Senior Citizens Learning affect the loyalty in Kinmen. We collect 223 questionnaires from the students over 55 who are still attending classes in the Senior Citizens Learning Center.
The regression results show that modern equipment and adequate courses are the most important factors affecting students’ satisfaction. It also reveals that clear announcement in the service quality and the trustworthiness of service personnel are the detrimental factors associated with student loyalty. Whether the course offered is practical in the satisfaction variable is also crucial in determining loyalty. When we take the simple average to form a single service quality index and a single satisfaction index. Our finding shows that the two indexes are statistically significant contributing factors of student satisfaction and loyalty.
There are several policy implications based on this research. First, the Senior Citizens Learning Center is not able to recruit more students simply by actively offering courses in community strongholds. Second, upgrading the modern equipment and good communication between students and staffs are central factors affecting student satisfaction. Lastly, to ensure students satisfaction or referral, the service quality is much more important than the customer satisfaction.


Keywords: Senior Citizens Learning, Service Quality, Satisfaction, Loyalty

目錄
摘要 ...............i
ABSTRACT ...............ii
致謝 ...............iii
目錄 ...............iv
圖目錄 ...............v
表目錄 ...............vi
第一章 緒論 ...............1
第二章 金門樂齡學習中心概況 ...............3
第三章 服務品質、滿意度與忠誠度之定義與衡量 ...............5
第一節 服務品質之定義與衡量要素 ...............5
第二節 顧客滿意度之定義與衡量要素 ...............6
第三節 顧客忠誠度之定義與衡量要素 ...............7
第四節 服務品質、顧客滿意度與顧客忠誠度之關係 ...............8
第四章 研究設計、變數與計量模型 ...............9
第一節 研究設計 ...............9
第二節 變數說明 ...............9
第三節 計量模型 ...............11
第五章 實證分析 ...............13
第一節 敘述統計分析 ...............13
第二節 迴歸分析結果 ...............14
第六章 結論與建議 ...............17
第一節 研究結論 ...............17
第二節 研究限制 ...............18
第三節 研究建議 ...............18
參考文獻 ...............20
中文文獻 ...............20
英文文獻 ...............21
附圖 ...............24
附表 ...............26
附錄: 樂齡學習中心調查問卷 ...............38

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魏惠娟 (2016): “規劃師訓練方案: 教學123設計模式,”《T&D飛訊季刊》, 221, 1-22。
魏惠娟、李藹慈 (2019): “全國樂齡學習中心服務效益分析研究報告,”《教育部委託108年度樂齡學習總輔導團計畫》, 教育部行政委託國立中正大學高齡教育中心。
魏惠娟等著 (2012):《台灣樂齡學習》, 臺北市: 五南。

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