2015年08月 43-2 感激在關係行銷中的角色─以特殊教育學校為例

丁學勤  黃亭蓉

國立臺南大學教育學系國立臺南大學教育經
營與管理研究所
 
本研究以台灣地區所有特殊教育學校的學生家長為研究對象,充分調查感激在關係行銷中的角色,尤其探討關係行銷中關係利益、教師專業、及親師溝通這三個變項對家長感激的影響,並討論家長感激與家長忠誠度的關聯性。本研究採問卷調查法,並採立意抽樣的方式進行問卷調查,回收有效問卷410 份,以結構方程模式(SEM)進行潛在變項間的路徑分析。本研究主要發現為:(1)影響家長感激的具體原因為關係利益、教師專業及親師溝通,且此三變項對於家長感激皆有正向的影響;(2)家長感激並非只產生正向情緒─回報感,亦會產生負向情緒─罪惡感(3)家長感激會直接正向的影響家長忠誠度;(4)正向情緒─回報感會正向影響家長的忠誠度,但負面情緒─罪惡感對家長的忠誠度卻沒有顯著影響。

關鍵詞:忠誠度、特殊教育、感激、關係行銷

關鍵字
忠誠度、特殊教育、感激、關係行銷

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