現今教育業面對大專院校數量快速增加以及面臨到的少子化衝擊，如何在有限的學生數中，吸引學生與家長們的目光，提供多元的服務，對於學生應有更詳細的分析。因此，本研究目的主要在了解並探討，學生對於學校的承諾、誠信與滿意度與學生繼續在此校升學就讀之間的關係，以及考慮學生學習狀態所產生的可能影響，以提供作為大專院校經營者學生、教職員與學校關係，提升學生對學校忠誠度。
本研究透過問卷發放與催收，以大專院校在校生作為填答問卷受訪者，總計共發放650份問卷，回收604份（回收率92.9%）；其中，有效問卷為586份（回收率90.2%）。根據統計分析，描述大專院校所發展出的顧客忠誠度，探討關係品質對顧客忠誠度兩構面之個別影響關係，並且加入學生特性進行干擾效果分析比較。
根據統計研究結果顯示，學校與學生之間的關係品質對於學校的顧客忠誠度具有顯著的正向關係。也就是說，學生對於學校的誠信越深、感覺學校的承諾越多且整體學校的教學品質之滿意度越高，則學生繼續學習的意願與行動就越高。另外，加入學生特性（參與程度、學雜費收費標準、教育程度）後，在關係品質與顧客忠誠度之影響較無顯著差異。
Today's education industry is facing a rapid increase in the number of post education institutions and the impact of birthrate decrement. Therefore, it is the institutions’ priority to determine how to attract the attention and interests within a finite number of students and parents, such as by providing diversified services and detail analysis . The main purpose of this study is to comprehend and research the relationship between students’ understanding of schools’ commitments, integrity and satisfaction ; and students’ willingness of further academic enrollment. Furthermore, the study also focuses on possible impact/outcome generated by students’ learning status. All these purposes are led to provide school board the relationship among students, faculty and the school itself to enhance students' loyalty.
This study is based on the questionnaires completed by current college and university students. Total of 650 surveys handed out, return of 604 surveys (92.9% return rate) with valid survey of 586 sets. The statistic analysis includes the variant of student traits, to describe the development of student loyalty, the student of impact on royalty based on quality of the service.
