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Humanities
- ISSN: 2155-7993
- Journal of Modern Education Review
A Study of the Relationships among Service Quality, Customer Satisfaction and Repurchase Intention of Textbook Publishers in Taiwan’s Elementary Schools
Tzong-Shing Cheng1*, I-Hsuan Lee2, Mei-Lun Chen3, Chung-Chang Lien4, Yu-Ching Chang Chien1,
Min-Ching Huang1
(1. Department of Health and Beauty, University of Kang Ning, Taiwan; 2. Department of Optometry, Chung Hwa University, Taiwan
3. College of Management, University of Kang Ning, Taiwan)
Abstract: The purpose of this study was to investigate the relationship between the Changhua County elementary school teachers and the textbook Publishers for the service quality in Taiwan, customer satisfaction, and repurchase intention. The method of the study adopts questionnaires to “service quality, customer satisfaction and repurchase intention of the textbook publishers” as a research tool, Changhua County elementary school teachers to used Nani Book being the subject of study. Stratified random sampling of subjects, issued a total of 384 questionnaires were distributed 368 copies, 18 copies of removing invalid questionnaires, the effective sample recovery was 91.15%. The quantitative analysis of questionnaires was done by SPSS statistical software package. The results of the questionnaire were analyzed by descriptive statistics, independent sample T-test, one-way ANOVA, Pearson correlation analysis and stepwise multiple regression analysis.
The major findings of this study were as follows:
Teachers were satisfied with the Publisher’s service quality and the customer satisfaction.
There were significant differences in the service quality, customer satisfaction and repurchase intention of the textbook publishers by gender and location of school teachers.
Service quality, customer satisfaction and repurchase intentions showed positive correlation.
Service quality would positive affect satisfaction and repurchase intention. In service quality, empathy, tangible, assurance and reliability could predict customer satisfaction. In service quality, empathy, tangible, and reliability could predict repurchase intention.
Satisfaction would positive affect repurchase intention. The overall satisfaction factors of customer satisfaction could effective predict repurchase intention.
Key words: textbook, service quality, satisfaction, repurchase intention
