| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 104 === Training industry is facing significant challenges in today’s competitive business environment. The purpose of this paper is to explore the influence on instructors’ personal brand image (functional brand image, symbol brand image.) based on education service quality (academic aspects, instructor, curriculum, reputation, interaction quality, administration) and relationship quality (trust, satisfaction, commitment) perspective. Questionnaire survey was conducted to collect subjects’ responses for further analysis. The findings from 363 valid sample suggested that education service quality can be categorized into three main sub-constructs: instructor expertise, reputation and consulting services. The regression results showed significant influence of instructor expertise, reputation and consult service on relationship quality, which in turn significantly influences brand image. Moreover, this study have moderated effect of two training segments (Academic and non-Academic). The regression result shows that all service quality sub-dimension are significant influencing relationship quality and brand image. So far, more education service quality research focus on the school and university sectors , while limited focus was made on training sector and how to build instructors’ brand image through education service quality. The contribution of this paper is to enrich the relationship between education service quality, relationship quality, and instructor brand image in the context of training sector in Taiwan.
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