| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 95 === Researches on service quality and customer satisfaction index in service industry are not new topics, and numerous documents have been accumulated in this field. However, we have found that rare are the researches on the relationship between cram school students and their parents’ service quality and customer satisfaction and customer retention. Cram schools for junior high school students present certain local specificities, and the influences of each area differ depending on the human environment. The service quality and customer satisfaction index of a cram school are the main factors for retaining students, it’s also the basic step for cram school managers who want to go further to sustainable management.
Therefore, this research has as targets the students and parents of cram schools in Lingya district of Kaohsiung, it aims to study the connection between the service quality of cram schools and customer satisfaction through questionnaire survey. We have distributed 900 questionnaires, of which were 594 valid ( the valid response rate is 66%). The result of this research shows discordance between our result and parents’ responses on “reliability” and “responsiveness” of service quality and customer satisfaction, presenting a noticeable connecting influence. The reliability means that the attitude that parents have towards cram schools is trust, including students’ results and consistency, cram schools are expected to carry out the promises and provide correct services. Responsiveness means that cram schools should respond to parents’ demands immediately, including administrative staff’s willingness for providing services, their agility and preparedness, so that they are able to provide prompt services to customers (students and parents). There is a closer correspondence between students’ part and the research’s result: when cram school teachers show enough concern and respect to students, and give prompt encouragement and inspiration, students’ learning motivation will increase and their academic results will advance.Consequently, we provide advice to cram school managers based on the result of this research: cram school teachers should adapt “an attitude of concern and respect”, “undertake effective communication to obtain recognition”, “be adaptable to educational policies” and “enforce social feedback”. Due to the change of educational policies, a great variety of cram schools emerge, which intensifies the competition between the cram school managers in this small market, we hope that our advice could be a help to future sustainable management of cram schools.
Key words: Cram School, Service Quality, Customer Satisfaction
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