臺灣各大學校院莫不重視推廣教育之提供，但如何成功地規劃推廣教育班次與課程，使學員修課滿意度及忠誠度有所提升，已成大學推廣教育之重要經營管理課題。本研究目的在探討大學推廣教育學員知覺課程價值、修課滿意度與忠誠度之間的關係。以高等教育體系中S大推廣教育非學分班學員為對象，發放500份問卷，有效回收378份；並以信度分析、描述性分析、相關分析及迴歸分析等統計程序進行資料分析，獲得以下結論：(1)學員對於服務品質、價格和教育機構之忠誠度的認同程度偏低；(2)學員知覺課程價值愈高，其修課滿意度愈高；(3)學員修課滿意度愈高，其忠誠度愈高；(4)學員知覺課程價值愈高，其忠誠度愈高；(5)知覺課程價值可透過著重提高學員修課滿意度，以提高學員忠誠度。

All universities and colleges in Taiwan value the offering of extension education programs. However, to successfully plan the programs and promote participants’ satisfaction and loyalty have become an important management issues of university extension education. This study aimed to investigate the relations among perceived value of courses, program satisfaction and institutional loyalty in university extension courses. Subjects who volunteered to take part in the survey were the participants in the non-credit courses in a selected university further education college. Of the 500 questionnaires distributed, 378 valid ones were returned. The correlation and regression analysis methods were used to analyze the data collected. The conclusions of this study are as follows : (1) The participants’ satisfaction of service guality and price, as well as educational institutions loyalty is low. (2) The higher perceived value leads to the higher satisfaction. (3) The higher satisfaction leads to loyalty. (4) The higher perceived value leads to loyalty. (5) It is possible that perceived value can increase loyalty via increasing satisfaction.

參考文獻
一、中文部分
丁勤（2011）。大學推廣教育的關鍵成功因素。國立臺灣師範大學全球經營與策略研究所碩士論文，未出版，臺北市。
于建興（2008）。大學校院進修推廣機構角色功能與組織運作之研究－以國立屏東教育大學為例。國立屏東教育大學教育行政研究所碩士論文，未出版，屏東市。
王煥琛（1983）。近三十年來我國大學校院推廣教育之發展。國立教育資料館教育資料集刊，8，22-67。
成人教育學會（1995）。成人教育辭典。臺北市。
何慧儀、簡敏如（2011）。電子雜誌品牌知名度對知覺價值及購買意願之影響。中華印刷科技年報，258-269。
吳佩純（2010）。知覺價值及服務品質對顧客滿意度與顧客忠誠度之影響-以某國產汽車服務廠為例。國立臺灣科技大學工業管理系碩士論文，未出版，臺北市。
吳明烈（1998）。跨世紀的學習社會宣言：一九九六聯合國教科文組織的學習報告書。師友雙月刊，367，37-40。
吳明烈（2004a）。終身學習─理念與實踐。臺北市：五南。
宋永坤、宋源烽（2011）。推力及拉力動機、知覺價值、滿意度及忠誠度之研究─以外國觀光客旅遊台灣為例。觀光旅遊研究學刊， 6(2)，21-40。
李奇勳、蘇瑞蓮（2012）。知覺價值、滿意度、轉換成本及其他廠商吸引力對顧客忠誠度的影響。臺灣管理學刊，12(2)，117-137。
林淑芳（2013）。臨場感、互動性、知覺價值對網購滿意度的影響分析。行銷評論，10(2)，191-209。
林清江（1995）。如何建立終身學習的習慣。成人教育，28，7-10。
林適湖（1997）。進修暨推廣教育的理論與實務。146-149。臺北市：師大書苑。
張永佳、張燦明（2010）。以多群組分析探討中醫診所服務品質與忠誠度之因果模式。品質學報，17(3)，179-206。
張梨慧（2013）。金門高粱酒之知覺價值、口碑與購買意願之關係研究。觀光旅遊研究學刊，8(2)，19-35。
教育部統計處（2014）。教育部統計處各級學校概況表，80-102 學年度。上網日期： 2014年6月10日，取自http://www.edu.tw/pages/detail.aspx?Node=4075&Page=20046&Index=5&WID=31d75a44-efff-4c44-a075-15a9eb7aecdf。
曹勝雄（2001）。觀光行銷學。臺北市：揚智文化。
莊雅筑、陳宏斌、陳奕任（2010）。服務品質、知覺價值、滿意度關係之研究-以溪頭自然教育園區為例。島嶼觀光研究，3(3)，45-62。
郭德賓，（1999）。服務業顧客滿意評量模式之研究。國立中山大學企業管理學系博士論文，未出版，高雄市。
陳志泓（2013）。雲嘉地區幼兒園服務品質、知覺價值、滿意度及家長忠誠度之研究。南華大學幼兒教育學系碩士論文，未出版，嘉義縣。
陳茂祥（2003）。大學推廣教育理論與實務。臺北市：師大書苑。
湯玲郎、邱文瑛、邱嘉萍（2012）。服務品質、關係品質與顧客價值對顧客滿意度之關聯性研究－以大學推廣教育機構為例。品質學報，19(4)，325-337。
黃盈裕、黃識銘、董湘湘、陳泓欽（2010）。體驗行銷、知覺價值、信任、承諾、滿意度與顧客維繫之關係探討。2010第13屆科際整合管理研討會，17-31。
黃韶顏、楊雅惠、林明舜、林雪絨、倪維亞（2010）。大陸來台旅客知覺價值研究。數據分析，5(5)，45-69。
葉雲中（2009）。體驗行銷、品牌形象、顧客滿意度與顧客忠誠度相關之研究—以大學推廣教育為例。元智大學企業管理學系碩士論文，未出版，桃園縣。
劉明賢（2010）。證券商之服務品質、知覺價值對顧客滿意度及顧客忠誠度影響之研究。國立政治大學經營管理碩士學程(EMBA)-青年領袖班，未出版，臺北市。
蔡博印（2007）。推廣教育服務品質與顧客滿意度之相關性研究 -以南部某科技大學推廣教育藝術課程為例。管理科學與統計決策，4(3)，43-50。
賴淑慧、蕭穎謙、高詩雯（2013）。旅遊動機、知覺價值及旅遊滿意度對重遊意願之影響。運動與遊憩研究，8(1)，71-100。
閻淑慧（2005）。鐵道藝術村遊客旅遊行為關係模式之研究。南華大學旅遊事業管理學研究所碩士論文，未出版，嘉義縣。

二、外文部分
Anderson, E. W. & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(9), 25-43.
Anderson, E. W., Fornell, C., & Lehmann D. R., (1994). Customer satisfaction, market share and profitability: Findings from Sweden. Journal of Marketing, 58, 53-64.
Anderson, R. & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 122-138.
Baron, R. M. & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Boone, L. E. & Kurtz, D. L. (2001). Contemporary Marketing wired, 165-181.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation and satisfaction. Journal of Marketing Research, 2, 244-249.
Crosby, L. A. & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404-411.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76, 193-218.
Day, R. L. (1977). Extending the concept of consumer satisfaction. Atlanta Association for Consumer Research, 4, 149-154.
Dick, A.S. & Basu, K. (1994). Customer loyality: Toward an integrated conceptual framework. Journal of Academy of Marketing Science, 22(2), 99-113.
Eggert, A. & Ulaga, W. (2002). Customer-perceived value: A substitute for satisfaction in business markets. Journal of Business and Industrial Marketing, 17(2/3), 107-118.
Fandos, J.C., Sánchez, J., Moliner, M. A., & Monzonis, J.L. (2006). Customer perceived value in banking service. International Journal of Bank Marketing, 24(5), 266-283.
Fredericks, J. O. & Slater, J. M. (1995). What does your customer really want? Quality Progress, 31, 63-65.
Gardial, S. F., Flint, D. J., & Woodruff, R. B.(1996). Trigger events: Exploring the relationships between critical events and consumers’ evaluations, standards, emotions, values and behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 9, 35-51.
Gronholdt, L., Martensen, A. & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry different, Total Quality Management, 11(2), 509-516.
Hernon, P., Nitecki. D. A., & Altman, E. (1999). Service quality and customer satisfaction: An assessment and future directions. The Journal of Academic Librarianship, 25(1), 9-17.
Hunt, H. K., (1977). CS/D-overview and future research direction, in H. keith hunt (Ed.), Conceptualization and measurement of consumer satisfaction and dissatisfaction., Cambridge, MA: Marketing Science Institute, 459-460.
Jones, T. O. & Sasser, W. E. (1995). Why satisfied customer defect. Harvard Business Review, 73(6), 88-99.
Keeney, R. L.(1992). Value Focused Thinking. A Path to Creative Decision Making., Cambridge, MA: Harvard University Press.
Kotler, P. (1990). Marketing management: Analysis, planning, implementation, and control(9th ed.). Upper Saddle River, NJ:Prentice-Hall.
Kotler, P., Bowen, J., & Makens, J., (2003). Marketing for hospitality and tourism(3th ed.). Upper Saddle River, NJ:Prentice-Hall.
Krejcie, R. V., & Morgan, D. W. (1970). Determining samples ize for research activities. educational and psychological measurement, 30 (3), 607-610.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction,loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32,293-311.
Lovelock, C. H. (2001). Services Marketing(4th ed.). Upper Saddle River, NJ:Prentice-Hall.
Narayandas, N. (1996). The link between customer satisfaction and customer loyalty: An empirical investigation, working paper, Harvard Business School, 97-117.
Oliva, T. A., Oliver, R. L., & MacMillan I. C. (1992). A catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56(3), 83-95.
Oliver, R. L. (1981). Measurment and evaluation of satisfaction processes in retailing setting. Journal of Retailing, 57 , 25-48.
Oliver, R. L., (1997). Emotional expression in the satisfaction response. In satisfaction: A Behavioral Perspective on the Consumer, Boston: Irwin, , 291-325.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations findings and managerial insight. Journal of Retailing, 73, 301-340.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63, 33-44.
Parasuraman, A., Zeithaml, V., & Berry, L., (1994). Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3), 201-230
Parasuraman, A. & Grewal, D., (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
Patterson, P. G., & Spreng, R. A., (1997). Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. International Journal of Service Industry Management, 8 (5), 414-34.
Petrick, J. F. and Backman, S. J., (2002). An examination of golf travelers’ satisfaction, perceived value, loyalty, and intentions to revisit. Tourism Analysis, 6(3), 223-237.
Ramaiah, C. K., & Moorthy, A. L. (2002). The impact of continuing education programmes on library and information science professionals. Library Review,51(1), 24-31.
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30.
Sirdeshmukh, D., Singh J., & Sabol B. (2002). Consumer trust,value, and loyalty in relational exchanges. Journal of Marketing, 66,15-37.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value :
The development of a multiple item scale. Journal of Retaling, 77(2), 203
Teas, K. R. & Sanjeev, A. (2000). The influence of extrinsic product cues on consumers＇perceptions of quality, sacrifice, value. Journal of The Academy of Marketing Science, 28(2), 278-290.
Tes, O. K. & Wilton, P. C. (1988). Models of consumer satisfaction formation, Journal of Marketing, 52(2), 204-212.
Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294-316.
Woisetschläger, D. M., Lentz, P., & Evanschitzky, H. (2011). How habits, social ties, and economic switching barriers affect customer loyalty in contractual service settings. Journal of Business Research, 64,800-808.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage, Journal of the Academy of Marketing Science, 25(2), 139-153.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value：A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
Zeithaml, V. A. & Bitner, M. J. (2000). Services marketing: Integrating customer focus across the firm. Madison, WI:McGraw-Hill.