| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 99 === Since 1989, government accomplished the privatization of textbooks copyright. It has set a new era in textbooks. As the Taiwan market was small and textbooks are oligopolistic market, competition became very intense. The Taiwanese government also lifted restriction on compulsory education textbooks, gradually diversifying teaching materials. Due to the lift, teachers are not limited to teaching resources that are compiled from outdated materials any more. The consumption preparation of teaching materials is often the time-consuming job and may therefore take up teaching work, thereby affecting the students’ right to an education. Teachers have gained great interested in variety of privately-owned teaching materials. Private copyright textbooks with optional accountability have caused more competition, making the material more enriched, and more luxuriant, giving students a greater variety of thinking. Training and inspiration for students are very helpful. Textbook industries are offering full-time salesmen to school, offering assistance to teachers in teaching. Textbook industry and the employees must be serious. Every year the school re-evaluates on how to get new order?
This study investigates the textbook industry's service quality, customer relations, customer satisfaction which will positively affect customer loyalty. This study makes six assumptions . The results showed that there is a strong relationship between (1) service quality and customer relationships, (2) service quality and customer satisfaction, (3) service quality and customer loyalty,(4) customer relations and customer satisfaction, (5) customer relationship and loyalty, and (6) customer satisfaction and loyalty.
This study recommends the textbook industry to reduce the turn over of the sale representatives of school services, and improve staff professional quality. Also the textbook industry should have the capability of quick response establishing a good communication channels to further enhance customer loyalty that will lead to a long-term relationships with their customers.
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