因應國際化的潮流與世界接軌，愈來愈多人意識到語言的重要，在課後或下班後多在成人美語文教機構學習英文自我充實，以培養第二專長增進自己的競爭能力。因此，成人美語文教業應運而生，提供給英語學習者一個安全與舒適的學習環境，為了滿足不同顧客的學習需求，成人美語業者在關鍵成功因素要下更多的功夫去研究。
    本研究目的在探討成人美語文教業之關鍵成功因素對顧客滿意度、顧客忠誠度之關係是否有正面的影響，並整合研究結果，提供意見給成人美語文教業作為訂立行銷策略的參考。
本研究用因素分析法將關鍵成功因素分為專業師資、課程與教材、硬體、學費、服務、廣告宣傳、合法與安全、教務、經營理念共十二個構面。
    本研究採問卷調查的方式，針對大台北地區的消費者進行關鍵成功因素、顧客滿意度、顧客忠誠度即人口統計變項之調查，有效問卷共309份，採用SPSS統計套裝軟體進行分析，研究結果如下：
一、 關鍵成功因素對顧客滿意度會產生正向影響，該研究假設成立。
二、 關鍵成功因素會對顧客忠誠度會產生正向影響，該研究假設部份成立。
三、 關鍵成功因素會透過顧客滿意度對顧客忠誠度產生正面影響， 該研究假設成立。

The world is going to internationalized and globalized. More and more people think language is very important. Most of them who want to cultivate their second skill and enhance their competence will go to Adult English-learning institutes to study English. Therefore, Adult English-learning Institutes develop quickly. Adult English-learning institutes provide a safe and comfortable environment for English learners. In order to satisfy different customers’ demands, adult English-learning institutes need to make more efforts to study in key success factors.

    The purpose of the study is to understand the relationship among key success factors to customer satisfaction and customer loyalty in the adult English-learning institutes. Providing some suggestions to set up marketing strategies for the adult English-learning institutes by research conclusion. 

    By using factor an analysis method, we divide key success factors into twelve aspects. They are the aspects of professional teacher, curriculum and materials, facilities, tuition, services, advertisements promotion, legality and safety, head teachers, and the concept of management methods.
  
    The question survey method was used to collect key success factors, customer satisfaction, customer loyalty and demographic data of Taipei consumers. The data was analyzed by using SPSS software. After the process of data analysis, we conclude the finding as follow：
1. Key success factor affects customer satisfaction positively totally. 
2. Key success factor affects customer loyalty positively not totally.
3. Key success factor affects customer loyalty through customer satisfaction positively totally.

目錄
第一章 緒論..................................................................................................................1
第一節 研究背景與動機......................................................................................1
第二節 研究目的..................................................................................................4
第三節 研究問題..................................................................................................5
第四節 研究架構..................................................................................................6
第五節 研究流程..................................................................................................7
第二章 文獻探討..........................................................................................................8
第一節 成人美語機構之介紹與分析比較..........................................................8
第二節 關鍵成功因素理論................................................................................17
第三節 顧客滿意度理論....................................................................................30
第四節 顧客忠誠度理論....................................................................................38
第五節 顧客滿意度與顧客忠誠度之關係........................................................42
第六節 本章總結................................................................................................44
第三章 研究方法........................................................................................................45
第一節 研究假設架構........................................................................................45
第二節 研究假說建立........................................................................................46
第三節 變數操作性定義及衡量........................................................................52
第四節 問卷設計與抽樣....................................................................................59
第五節 資料分析方法與問卷調整....................................................................62
第四章 資料分析與結果............................................................................................65
第一節 敘述性統計............................................................................................65
第二節 信度分析................................................................................................89
第三節 因素分析................................................................................................91
第三節 相關分析................................................................................................98
第五節 成對樣本T 檢定.................................................................................100
第六節 迴歸分析..............................................................................................104
第七節 變異數分析..........................................................................................158
第五章 結論與建議..................................................................................................166
第一節 研究結論..............................................................................................166
第二節 研究建議..............................................................................................170
第三節 研究限制..............................................................................................175
參考文獻....................................................................................................................176
附錄一：正式問卷....................................................................................................185
附錄二：前測問卷....................................................................................................192
表目錄
表 2-1 知名成人美語教育機構.................................................................................8
表2-2-1 成人美語品牌top 5 (價格合理度、師資品質、教材品質) .....................12
表2-2-2 成人美語品牌top 5 (課程品質、學習成果、學習環境) .........................13
表2-3 成人美語機構比較表...................................................................................14
表2-4 關鍵成功因素的定義...................................................................................19
表2-5 國內美語文教業關鍵成功因素之實證研究彙整表...................................27
表2-6 顧客滿意度定義...........................................................................................33
表2-7 顧客忠誠度四階段.......................................................................................39
表2-8 顧客忠誠度衡量構面...................................................................................41
表2-9 顧客滿意度與顧客忠誠度之關係彙整表...................................................42
表3-1 本研究關鍵成功因素之構面.......................................................................47
表3-2 研究假設彙整表...........................................................................................49
表3-3 關鍵成功因素之操作性定義與衡量...........................................................53
表3-4 顧客滿意度之操作性定義與衡量...............................................................55
表3-5 顧客忠誠度之操作性定義與衡量...............................................................58
表4-1 人口統計分析...............................................................................................67
表4-2 師資各問項之平均數與標準差...................................................................68
表4-3 課程與教材各問項之平均數與標準差.......................................................69
表4-4 硬體各問項之平均數與標準差...................................................................70
表4-5 學費各問項之平均數與標準差...................................................................71
表4-6 服務各問項之平均數與標準差...................................................................72
表4-7 廣告宣傳各問項之平均數與標準差...........................................................73
表4-8 安全與合法各問項之平均數與標準差.......................................................74
表4-9 教務各問項之平均數與標準差...................................................................74
表4-10 經營理念各問項之平均數與標準差...........................................................75
表4-11 師資各問項之平均數與標準差...................................................................76
表4-12 課程與教材各問項之平均數與標準差.......................................................77
表4-13 硬體各問項之平均數與標準差...................................................................77
表4-14 學費各問項之平均數與標準差...................................................................78
表4-15 服務各問項之平均數與標準差...................................................................79
表4-16 廣告宣傳各問項之平均數與標準差...........................................................80
表4-17 安全與合法各問項之平均數與標準差.......................................................80
表4-18 教務各問項之平均數與標準差...................................................................81
表4-19 經營理念各問項之平均數與標準差...........................................................82
表4-20 顧客忠誠度之各問項之平均數與標準差...................................................82
表4-21 是否曾有到成人美語機構學習的經驗.......................................................83
表4-22 曾在成人美語文教機構學習分佈...............................................................84
表4-23 受訪者將來選擇成人美語的品牌...............................................................85
表4-24 受訪者每月可投資在英語學習的預算.......................................................86
表4-25 受訪者學習英語的動機...............................................................................86
表4-26 受訪者參加過英文檢定測驗的情形...........................................................87
表4-27 受訪者認為英語的重要性...........................................................................88
表4-28 信度Cronbach’s α 表....................................................................................89
表4-29 各構面之KMO 值與Bartlett 球形檢定表..................................................91
表4-30 關鍵成功因素分析.......................................................................................92
表4-31 顧客滿意度因素分析...................................................................................94
表4-32 顧客忠誠度因素分析...................................................................................97
表4-33 各構面相關分析表 (N=309) .......................................................................98
表4-34 各構面相關分析表 (N=158) .......................................................................99
表4-35 各構面相關分析表 (N=151) .......................................................................99
表4-36 關鍵成功因素之成對樣本t 檢定 (N=309) ..............................................103
表4-37 關鍵成功因素對顧客滿意度之簡單迴歸分析 (N=309) .........................105
表4-38 關鍵成功因素之專業師資構面對顧客滿意度之簡單迴歸分析(N=309)106
表4-39 關鍵成功因素之課程教材構面對顧客滿意度之簡單迴歸分析(N=309)107
表4-40 關鍵成功因素之硬體構面對顧客滿意度之簡單迴歸分析 (N=309) .....108
表4-41 關鍵成功因素之學費構面對顧客滿意度之簡單迴歸分析 (N=309) .....109
表4-42 關鍵成功因素之服務構面對顧客滿意度之簡單迴歸分析 (N=309) .....110
表4-43 關鍵成功因素之廣告宣傳構面對顧客滿意度之簡單迴歸分析(N=309)111
表4-44 關鍵成功因素之合法安全構面對顧客滿意度之簡單迴歸分析(N=309)112
表4-45 關鍵成功因素之教務構面對顧客滿意度之簡單迴歸分析 (N=309) .....113
表4-46 關鍵成功因素之經營理念構面對顧客滿意度之簡單迴歸分析(N=309)114
表4-47 關鍵成功因素對顧客忠誠度之簡單迴歸分析 (N=158) .........................115
表4-48 關鍵成功因素之專業師資構面對顧客滿意度之簡單迴歸分析(N=158)116
表4-49 關鍵成功因素之課程教材構面對顧客滿意度之簡單迴歸分析(N=158)117
表4-50 關鍵成功因素之硬體構面對顧客滿意度之簡單迴歸分析(N=158) .......118
表4-51 關鍵成功因素之學費構面對顧客滿意度之簡單迴歸分析(N=158) .......119
表4-52 關鍵成功因素之服務構面對顧客滿意度之簡單迴歸分析(N=158) .......120
表4-53 關鍵成功因素之廣告宣傳構面對顧客滿意度之簡單迴歸分析(N=158)121
表4-54 關鍵成功因素之合法安全構面對顧客滿意度之簡單迴歸分析(N=158)122
表4-55 關鍵成功因素之教務構面對顧客滿意度之簡單迴歸分析(N=158) .......123
表4-56 關鍵成功因素之經營理念構面對顧客滿意度之簡單迴歸分析(N=158)124
表4-57 關鍵成功因素對顧客忠誠度之簡單迴歸分析(N=151) ...........................125
表4-58 關鍵成功因素之專業師資構面對顧客滿意度之簡單迴歸分析(N=151)126
表4-59 關鍵成功因素之課程教材構面對顧客滿意度之簡單迴歸分析(N=151)127
表4-60 關鍵成功因素之硬體構面對顧客滿意度之簡單迴歸分析(N=151) .......128
表4-61 關鍵成功因素之學費構面對顧客滿意度之簡單迴歸分析(N=151) .......129
表4-62 關鍵成功因素之服務構面對顧客滿意度之簡單迴歸分析(N=151) .......130
表4-63 關鍵成功因素之廣告宣傳構面對顧客滿意度之簡單迴歸分析(N=151)131
表4-64 關鍵成功因素之合法安全構面對顧客滿意度之簡單迴歸分析(N=151)132
表4-65 關鍵成功因素之教務構面對顧客滿意度之簡單迴歸分析(N=151) .......133
表4-66 關鍵成功因素之經營理念構面對顧客滿意度之簡單迴歸分析(N=151)134
表4-67 關鍵成功因素對顧客忠誠度之簡單迴歸分析(N=151) ...........................135
表4-68 關鍵成功因素之專業師資構面對顧客忠誠度之簡單迴歸分析(N=151)136
表4-69 關鍵成功因素之課程教材構面對顧客忠誠度之簡單迴歸分析(N=151)137
表4-70 關鍵成功因素之硬體構面對顧客忠誠度之簡單迴歸分析(N=151) .......138
表4-71 關鍵成功因素之學費構面對顧客忠誠度之簡單迴歸分析(N=151) .......139
表4-72 關鍵成功因素之服務構面對顧客忠誠度之簡單迴歸分析(N=151) .......140
表4-73 關鍵成功因素之廣告宣傳構面對顧客忠誠度之簡單迴歸分析(N=151)141
表4-74 關鍵成功因素之合法安全構面對顧客忠誠度之簡單迴歸分析(N=151)142
表4-75 關鍵成功因素之教務構面對顧客忠誠度之簡單迴歸分析(N=151) .......143
表4-76 關鍵成功因素之經營理念構面對顧客忠誠度之簡單迴歸分析(N=151)144
表4-77 關鍵成功因素、顧客滿意度對顧客忠誠度之多元迴歸分析.................145
表4-78 關鍵成功因素專業師資構面、顧客滿意度對顧客忠誠度之多元迴歸分析
...................................................................................................................................146
表4-79 關鍵成功因素課程教材構面、顧客滿意度對顧客忠誠度之多元迴歸分析
...................................................................................................................................147
表4-80 關鍵成功因素硬體構面、顧客滿意度對顧客忠誠度之多元迴歸分析.148
表4-81 關鍵成功因素學費構面、顧客滿意度對顧客忠誠度之多元迴歸分析.149
表4-82 關鍵成功因素服務構面、顧客滿意度對顧客忠誠度之多元迴歸分析.150
表4-83 關鍵成功因素廣告宣傳構面、顧客滿意度對顧客忠誠度之多元迴歸分析
...................................................................................................................................151
表4-84 關鍵成功因素合法安全構面、顧客滿意度對顧客忠誠度之多元迴歸分析
...................................................................................................................................152
表4-85 關鍵成功因素教務構面、顧客滿意度對顧客忠誠度之多元迴歸分析.153
表4-86 關鍵成功因素經營理念構面、顧客滿意度對顧客忠誠度之多元迴歸分析
...................................................................................................................................154
表4-87 顧客滿意度之中介效果.............................................................................155
表4-88 假設預期與實際結果比較.........................................................................156
表4-89 人口統計變數對關鍵成功因素各構面之變異數分析(N=309) ...............159
表4-90 人口統計變數對關鍵成功因素各構面之變異數分析(N=158) ...............160
表4-91 人口統計變數對關鍵成功因素各構面之變異數分析(N=151) ...............161
表4-92 人口統計變數對顧客滿意度各構面之變異數分析(N=309) ...................162
表4-93 人口統計變數對顧客滿意度各構面之變異數分析(N=158) ...................163
表4-94 人口統計變數對顧客滿意度各構面之變異數分析(N=151) ...................164
表4-95 人口統計變數對顧客忠誠度之變異數分析(N=151) ...............................165
表4-96 成人美語機構對顧客忠誠度之變異數分析(N=151) ...............................165
圖目錄
圖 1-1 研究架構...........................................................................................................6
圖1-2 本研究流程圖...................................................................................................7
圖2-1 全國補習班最近十年成長統計圖.................................................................15
圖2-2 全國外語類最近十年成長統計圖.................................................................16
圖2-3 招生對象分類統計圖.....................................................................................16

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13.廖雅嵐，「影響銀行財富管理顧客忠誠度因素之探討」，國立東華大學企業管理學系碩士在職專班，碩士論文，民國96年。
14.陳秀敏，「金融業顧客關係管理關鍵成功要素研究-探討顧客滿意度及忠誠度」，國立交通大學管理學院經營管理學程，碩士論文，民國100年。
15.李思玉，「原住民餐廳消費者體驗價值、滿意度與忠誠度相關之研究」，國立台灣師範大學，碩士論文，民國100年
16.郭佩雯，「連鎖藥局關鍵成功因素的探討」，國立台灣師範大學醫療機構管理研究所，碩士論文，民國93年
17.謝祥孟，「顧客滿意度模式之實證研究-以台北市本國商業銀行為例」，台灣大學商學研究所碩士論文，民國86年
18.蔡宓儒，「國小低年級孩童選擇美語補習班因素之調查研究-以台北縣雙和區為例」，台北教育大學幼兒與家庭教育學系碩士論文，民國99年
19.周立書，「成人美語教育機構服務品質、師資背景與會員忠誠度之研究-以新竹市為例」，明新科技大學企業管理研究所碩士論文，民國96年
20.蘇文怡，「健身俱樂部經營關鍵成功因素探討─以大台北地區為例」，實踐大學企業創新發展研究所碩士論文，民國93年
21.魏忠香，「兒童美語機構行銷滿意度對顧客忠誠度之研究」，台北大學企業管理學系研究所碩士論文，民國94年
22.薛景超，「連鎖咖啡館經營關鍵成功因素之研究-以風尚人文咖啡館為例」，逢甲大學經營管理碩士在職專班論文，民國96年
 

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