| Summary: | 碩士 === 文藻外語學院 === 國際事業暨文化交流研究所 === 98 === Due to the huge market share in mainland China, people in the world would like to do business there since 1990s. Therefore, learning Chinese is becoming a shortcut for doing business in China. Until March, 2008, China has set up 238 Confucius Institutes overseas for foreigners to learn Chinese as a second language; meanwhile, there are 28 Chinese language centers established in Taiwan in December, 2008. The competition among the Chinese language centers is very intense. It is important for centers to fulfill international students’ expectations, so that their satisfaction will be improved, their trust and intentions of continuing study will be increased. Besides that, their loyalty will also be built up. This study will find out whether the center-student relationship quality built up by students’ satisfaction and trust will positively influence students’ loyalty. By using questionnaires, this study surveys students in the 7 Chinese language centers in the southern Taiwan. Some statistical methods were used to examine the effects of the antecedents (i.e., teaching, service, tuition fee and school environment) on the relationship quality and the consequent loyalty.
Besides, this study adopts the importance-performance analysis skill to explore international students’ opinions about the degree of importance and perceived performance of above-mentioned antecedents offered by Chinese language centers. The result shows that most students agree that the performance of the service offered by centers is the best. Furthermore, students’ trust on centers influences their loyalty most, while the service offered by centers influences students’ trust most. Finally, this study compares 3 main centers and finds out that students in each one have different expectations on their centers. Based on different features of each center, this study offers them practical suggestions.
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