| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所碩士班 === 92 === Given that children English has been included in the curriculum of the elementary school earlier than before in Taiwan, the children English supplemental schools have been developed rapidly in recent years.
As a result of the competitor-increase, most children English supplemental schools are indicated to improve their service quality to satisfy their customers. Besides, in order to sustain their loyal customers and attract the new ones, joining in “Brand Franchise Chain” becomes one of the important marketing strategies.
The research tries to discuss the relationship among Service Quality, Brand Knowledge, Customer Satisfaction and Customer Loyalty. Based on a questionnaire survey with 475 valid samplings, the major findings of the study are summarized as follows：
1.The parents recognize that the devoted teaching attitude is more important than the luxurious facilities adopted.
2.Most parents can’t identify clearly the differences between many brands of children English supplemental schools.
3.Service Quality, Brand Knowledge indeed has a significant positive impact on Consumer Satisfaction and Loyalty. To Consumer Loyalty, Brand Knowledge is more effective than Consumer Satisfaction.
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